During a recently released interview with Fortune, it was revealed that 50 Cent’s SMS Audio (Studio Master Sound) has inked a new partnership with Reebokand Marvel.
After partnering with Star Wars earlier this year and with Walt Disney in the past, why then did Fif’ choose these two brands? “Those brands don’t go anywhere,” 50 Cent said. “They’re not going away.”
Although they’re expected to retail for around $99, the Marvel-branded SMS headphones won’t be second-rate or of inferior quality. “It won’t look toy-like,” SMS’ president Brian Nohe said. “All that stuff we do, it’s classy. Like on ‘The Avengers’ headphones, it won’t be a picture of Thor running around. It will be a little symbol, and have the same colorways.”
As always, the competition between SMS and Beats By Dre is ever-present. Nevertheless, 50 gives the organization credit where credit is due.
“Beats was the first time you saw a record company realized as a marketing company,” he said. “You saw Gaga Beats, Bieber Beats, Diddy Beats. And when that many people connected to a major record company have product placement, the unestablished artist who purchases a pair of headphones puts that in his clip so that he feels like he’s got that cool too. It worked in a big way. And it’s not necessarily about the product they sell. It doesn’t have a great sound system.”
50 Cent, the Founder and CEO of SMS, says although Beats are more influential on a domestic level, SMS’s advantage sits in the international market.
“Beats is Nike, and we’re Adidas,” he says. “It’s more international.”