Monster’s Lady Gaga ’Phones Break the Marketing-To-Women Code

What do women want in CE?

“Marketing to women is a code that hasn’t been broken yet – especially for headphones,” said Noel Lee, the head monster at Monster Cable,

And Lee is determined to be the code-breaker.

That’s what led him to tap the talents and endorsement of ultra-hot pop singer Lady Gaga for Monster’s new Heartbeats by Lady Gaga high-performance headphone line, due to debut in October through a select range of launch partners including Apple Stores, Best Buy and a limited group of Monster specialists.   

Lee said that women want products “spearheaded and designed by a fashion icon – style they trust, from a brand they trust. It’s something that’s not just mechanical but emotional.”

That certainty has been bolstered by the successful launch of Monster’s Beats by Dr. Dre headphone line, which “got people into $300 headphones.  You need a relevant artist involved who believes in the products and will talk about them, wear them in music videos and at awards ceremonies, and make people want to be seen in them, too.”  

The two models (at MAP prices of $149.95 and $99.95, depending on feature and color options selected) are equipped with ControlTalk, the on-cable feature that allows users of the 3GS iPhone to access music and answer calls without touching the phone.

The Heartbeats headphones will be available in red, black and silver – and their design has benefited from the collaborative input of the artist herself.

“She’s a fashionista,” Lee said of the singer, who suggested the form factor for the new headphones. “She loves triangles” – which is why the visible part of these highly stylized earpieces is in that shape. “Her fans will see them as authentically ‘Gaga’ – they know her style. But it’s more than that,” added Lee. “She cares and talks about audio sound quality, and references everything our industry used to be passionate about.”