Dr Dre to launch Beats Music streaming service

Beats Electronics, the premium headphone brand from hip-hop producer Dr Dre, has set a date for its long-awaited music streaming service as it looks to extend its dominance of the sound system market to online music.

Beats Music will launch at the end of the month (21 January.)

Beats Music launches later this month (21 January) in the US ahead of a wider roll out to international markets.

The paid for service will be available online or as an app for $10 (£6) a month, with users able to access more than 20 million licensed songs from major record labels including Universal Music Group, Sony Music Entertainment and Warner Music Group. Tracks can be downloaded for offline listening and similar to other subscription-based services, there are no ads between tracks. It will also include a feature dubbed “Right Now” that lets users create playlists based on location, an activity, a person, mood and genre of music.

The service’s ability to curate music and serve people the right tracks at the right time is how Beats plans to take on established services such as Spotify, Apple’s iTunes Radio and Pandora. Its strategy of using celebrities as influencers will highlight the platform’s benefits alongside an ad at next month’s Super Bowl, according to reports.

In a blog post the company said: “We wanted to build a music service that combined the freedom of an on-demand subscription service – unlimited, uninterrupted streaming and downloads of tens of millions of songs – but layer on top features that would give you that feeling only music that moves you can give.”

Since launching in 2008, the hip-hop mogul’s audio business has amassed a 65 per cent shareof the headphone market, according to retail researcher IDC. The company went on to expand into automotive sound systems and smarpthones created by HTC, which took a stake in Beats Electronics in 2011 that it sold back to the company two years later.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here