The Grammy-winning rapper is shown wearing the brand’s recently redesigned “Studios” range while performing “Berzerk”, the first single from his eighth studio album and first since 2010. The ad is being supported by activity on the brand’s Twitter and Facebook profiles to drive online views.
The company is hoping the early glimpse into the album, which launches in November and has been partly produced by owner Dr. Dre, will help make the ad a viral hit and drive sales around one of its more higher-priced products.
It is running alongside a TV ad starring World no. 1 tennis player Serena Williams to promote its #DestroyBadSound hashtag. It features Williams using a flamethrower on a pair of headphones.
The campaigns come amid reports the headphone company is reportedly looking to buy out its minority shareholder HTC’s 25 per cent share as it ramps up efforts to expand into new business areas. The business is planning to launch a Spotify-style music service as part of wider efforts to create an end-to-end music experience for consumers.