[ Music ]
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>> Dre's... Dre is the number one guy in sound in the entire world. Every producer knows it, every musician knows, every rock musician knows it, every hip-hop engineer and producer knows it. So we're very fortunate to be able to go and take our first steps in correcting sound in a digital "revolution." So anyway, Dre, you might wanna say how you feel about these headphones [inaudible].
>> Dr. Dre: I mean, the sound is just like absolutely incredible. Especially people hearing it the way I want it to be presented, you know what I mean? I spend like years sometimes [inaudible]...
>> Decades.
>> Dr. Dre: Yeah, I spent a lot of time in the studio, trying to perfect the sound and get it right. And I think it should be heard the way that it's supposed to be heard. That's all there is to it. And...
>> That's it.
>> Okay. So we're gonna unveil the next project after Beats Studio, and after Solos, and we're gonna go over here and we're gonna pull this drape off together. Collaborate, come on over.
>> Alright.
>> Dr. Dre: So these are the spins?
>> No, no... not yet. Not yet.
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[ Laughter ]
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>> Hold on, I gotta get [inaudible].
>> Okay, so how about counting to three, folks?
>> One, two, three.
>> Whoo!
>> Yes.
>> So... these are the Beats Solo HD. Everybody know what HD means?
>> Yep.
>> Hyper digital.
>> So we'll listening in high def [inaudible].
>> Hard drive.
>> It is gloss black instead of the matte black for the Solos that we came out with at the end of last year. So you have it here. It's gloss black, gloss white, and what we introduced with Lady Gaga earlier this afternoon, the Solo red. So we're supporting the AIDS effort in Africa. Now, people have asked, you know, "What happens after the Beats Studio?"
>> That was my favorite though; I do wanna be involved in Beats.
>> Oh, okay. That's cool. This -- I've been working on this for a long time.
>> ...planning with this for two years, actually.
>> So, you know, the DJ culture is exploding. And with Dre doing the Studios, we wanna hear it like it is in the recording studio. We also wanna design a product so you hear it like it is in the clubs, because all the young people, you know -- I wanna hear it like I hear it when I go to the club. I also wanna, you know, not always have noise cancelling. I don't wanna replace the batteries. But we wanted to provide something that was truly professional that not only professional DJs could use, but anybody in a recording studio could use, and anybody who's aspiring to hear the same sound that a DJ hears when they're mixing, and also the sound a recording engineer hears --
>> Like for example, if you're living on Garage Band, these are the headphones for you. If you're mixing in a nightclub, these are the headphones for you.
>> Alright, so [inaudible] [laughs]. There you go. Alright. One, two, three again. Can we do it? One, two, three.
>> Ooh.
>> Whoo!
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[ Clapping ]
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>> These things are incredible. You know, my son's a DJ. Actually he's here tonight.
>> Right here!
>> There he is, DJ Ike. And it's taken us a long time and Robert Bruner [phonetic] know and Dre, to come up with a design that we felt just was the top of the line in DJ headphones, but that also work in the studio, that also work when you're doing vocals in the studio, that also work just, you know, hanging out listening to your music.
>> There's only been three people that have ever taken music and fashion and turned it into a real business. And that's Russell Simmons, Jay-Z and Diddy, the person who is here tonight to work with us. So we went out, we reached out to Diddy, Dre and Ike, said look, "Why don't you come and make -- design and work on this album with us and to feel these headphones from popular culture and let's push them out and show them that we can do it." Because Sean John, his records, Bad Boy, Biggie, his own records, is all so incredible that we thought the combination of that, and being one of the three people that -- out of everyone that's ever made a record -- that has succeeded at this particular thing. People talk about 360. He's 361. And I want to introduce him because he's a friend of ours, but he's also the epitome of what the record industry is trying to do. I'd like Diddy to come up here one second right now.
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[ Cheering, applause ]
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[ Music ]
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>> It's been a long time.
>> Diddy: Hello, people. How you doing? This is a very, very, very big day for me. I remember the first day that I actually heard my first Dr. Dre record. It's something that changes your life, you know? And it's the same thing when you hear, when you put on some Beats. It changes your life, 'cause you finally hear the truth. You finally hear what things are supposed to sound like. This partnership is very, very unique. Inspiring in so many ways. It's really the epitome of how we're supposed to be working with each other and not against each other, and doing it through what we love, which is music. And when we talk about the Diddy Beats, being able to follow these things that Dre has put together, first of all, these right here, the Studio joints, and the DJ joints, those are off the chain right there, you know what I'm saying? Just from the way they look. I need a pair immediately. But every artist [inaudible] artist in the studio working on their albums, even though we're hip-hop artists, the Diddy Beats or the Beats by Dre are not just for hip-hop music. They're for your classical enthusiast. They're for your Sara Vaughan, Billie Holiday, John Coletrane fans. They're for country music, they're for rock and roll, they're -- play the Nirvana album in some of these joints right here. It'll blow your mind. You'll finally hear what Curt Cobain and them was trying to do. And when we got together, we wanted to fuse fashion and we wanted to fuse sound. And we wanted to take two of the most successful producers in hip-hop history and put them together and do something that's never been done. One of the things that Beats by Dre doesn't have is... some high fashion buds. And so I'm here today to help introduce the Diddy Beats. And these buds are made -- I got together, and you heard about this guy, but this guy can't get enough praise, Robert Bruner, who's probably one of the best designers that I've ever worked with, helped design a lot of things. Give him another round of applause.
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[ Cheering, applause ]
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But you know, I wanted something that really spoke my language. I wanted something that had leather on it. I wanted something that had a -- I know I'm not supposed to be showing them now, but..
[Laughter]
But I wanted something that looked like fashion, but just wasn't all about fashion. It's the way it looked in your ear and the way it felt when you pulled it out your pocket, and the way it looked to other people, but most importantly, the way it sounded. And so, that's the Diddy Beats.
>> Alright, Diddy. Why don't you come around outside? We'll pull it off together, okay?
>> Diddy: I need everybody to hit me with the count of three. Hit me with the one, two, three and we're gonna do it.
>> One, two, three.
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[ Cheering, applause ]
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>> Diddy: I know they're hard for y'all to see. Very hard for y'all to see, so let me get up close and personal with you. Right now, we have three [inaudible] on these. We have black. Y'all see those right there? It's the Diddy -- let me put them in my head for you like this. See those?
>> That works.
>> Yeah.
>> ...see it from here.
>> Diddy: See the finishing? We have white, which is my favorite color. Y'all know that white is my favorite color.
>> Ooh, pink.
>> Diddy: See -- you see what she just did? She said, what? "Ooh, the pink." [ Laughter ]
>> I like the pink buds.
>> Diddy: 'Cause y'all know, you know, over the last couple of years, I just had three daughters. In honor of women, I love women.
Here's the powder pink right here.
This is something that nobody has. Ladies? Y'all like these, ladies?
[ Ladies cheer ]
Listen to that. Ladies, do y'all like the powder pink, ladies?
[ Ladies cheer louder ]
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