ADVERTISING
When higher-quality headphones arrived on the market in 2008, they began dominating the advertising world. The headphones were being advertised through commercials, prints ad, and celebrity endorsements. For example, Beats have been showcased in numerous music videos in order for the brand to gain popularity. Musicians, athletes, and other iconic public figures that are seen wearing the high-quality headphones help promote the brand (Sanburn, 2013). This advertising strategy has been extremely beneficial for these types of headphones and their status. The thought process is if celebrities believe they are a great product then so will the consumer. Jimmy Iovine, co-founder of Beats, says, “We market it our own way. We are from the music business where you never get a lot of money to market” (Bush, 2010, par. 7). Being in the music industry and partnering with companies and celebrities to increase sales has helped the industry reach the marketing outreach they need.
The earbud was the must have trend when it debut in 2001 with the Apple iPod. Their advertisements portrayed silhouetted dancers against bright colored backgrounds. The white earbuds were a contrast with the background, allowing them to stand out. The advertisements were seen everywhere in magazines, billboards, movie previews, etc. Earbuds became extremely popular as Apple products began to dominate the market. (Bergen, 2011). The earbud was a symbol of music on the go because so many people had them. Earbuds are still being used today, but have fewer advertisements focused on them. They are slowly being taken over by higher-quality headphones in the industry and advertising market (Fekadu, 2011).
SOUND QUALITY
Sound quality is one key feature determining what kind of headphones people prefer to use. While earbuds are compact and beneficial for on the go use, top music artists, producers and music enthusiasts negatively regard their sound capabilities (Fekadu, 2011). Compared to headphones, earbuds have mediocre sound quality, and do a poor job of blocking out surrounding noise. It all depends on how well the earbud fits into the mold of a person’s ear canal to determine how well they can block out noise. People tend to over amplify their earbud volume in order to shut out those distracting outside sounds, which can potentially lead to future hearing issues (McManus, 2013). Headphones are marketed to have better engineering that provides accuracy in how music is originally produced to sound. For example, Beats are advertised to release the full sound potential that iPods and other MP3 players are capable of. Iovine says music players are remarkable electronics that people already spend hundreds of dollars on, but then they lose value when consumers do not invest in quality headphones to accompany their device (Fekadu, 2011).
Larger, ear covering headphones have gained popularity again because they are more capable of translating music as exactly what artists want their listeners to hear. Noise cancelling and noise isolating technologies are part of what developers try to include in their designs to further enhance the sound experience a person has (McManus, 2013). Noise isolating is how an earpiece physically seals off the ear from outside noises. Noise cancelling is different and more advanced because it requires the headphone to have small microphones that will listen for constant ambient noise and mute it from the listener (Morrison, 2013). Ultimately, Monster’s CEO Noel Lee says, in the transition from an audio to video driven industry after the 1980’s “the iPod generation” has missed out on knowing what quality, deep sounds in music are (Fekadu, 2011).
PRICE
Another factor that divides both types of headphones is the extreme range of pricing. When better quality headphones first appeared on the market, most ordinary consumer would never pay over one hundred dollars for them. They seemed like another futile accessory that was not necessary to enjoy music playing electronics. Despite some speculation, when people began buying them they were not disappointed. For example, in 2008 Beats headphones first appeared on the market priced at three hundred dollars. Only a few musicians and producers would consider making the pricy purchase to enhance the way they heard their music (Sanburn, 2013). Those who truly understood the technology would appreciate these higher quality headphones. Over the years people have tried out many different types of headphones, ranging in style from all different price points. Beats continue to represent one of the best quality headphones in the industry. In Time Magazine, CEO of Beats, Luke Wood says, ““People thought we were crazy”, “They said the marketplace would never support a three hundred dollar headphone (Sanburn, 2013)” However, they shocked everyone and the headphones began to dominate the industry in a short span of time.
Generic earbuds have remained a fairly inexpensive purchase. Depending on style and quality, most pairs sell for less than forty dollars. However, due to the speaker’s size in the earbud, sound and music detail are poor quality. They are a convenient product to own, but have a less than desirable reputation for people who want to hear their music with ultimate clarity (O’Connor, 2012). Through the purchase of modern headphones, consumers receive the excellent quality they expect with the expensive price tag. Both headphones are on different spectrums when it comes to how they are priced, because the technologies that run each are incomparable.
DESIGN
Various design qualities and styles are another aspect that determines what type of headphones consumers tend to purchase. It is clear to the music industry that people have many different needs and desires for the type of headphones they use. Depending on the activity someone is doing while listening to music, their headphone preference will vary. For example, most people would rather use earbuds than bulky headphones while on a run or vigorously working out. On the other hand, someone studying or relaxing might prefer to use headphones with superior sound quality to better enjoy their music.
Therefore, the market is beginning to distinguish these different demographics in order to create more personalized, custom products. Ear buds are produced to be easy to store, compact and light. However, designs can be unsuccessful if they are uncomfortable or don’t fit properly into the user’s ear. Headphones that fully cover the ear are more versatile in shapes and styles that can be tailored to fulfill specific consumer desires. There are over the head, behind the ear, open and closed air models to name a few (McManus, 2013). Beyond that, headphones like Beats have become iconic in making trendy style statements. Because the line is so heavily endorsed by celebrity names, fans love to don designs specially created by their favorite role models. These headphones can showcase a lot about someone’s personality and individuality because they act as an accessory (Sanburn, 2013).
When higher-quality headphones arrived on the market in 2008, they began dominating the advertising world. The headphones were being advertised through commercials, prints ad, and celebrity endorsements. For example, Beats have been showcased in numerous music videos in order for the brand to gain popularity. Musicians, athletes, and other iconic public figures that are seen wearing the high-quality headphones help promote the brand (Sanburn, 2013). This advertising strategy has been extremely beneficial for these types of headphones and their status. The thought process is if celebrities believe they are a great product then so will the consumer. Jimmy Iovine, co-founder of Beats, says, “We market it our own way. We are from the music business where you never get a lot of money to market” (Bush, 2010, par. 7). Being in the music industry and partnering with companies and celebrities to increase sales has helped the industry reach the marketing outreach they need.
The earbud was the must have trend when it debut in 2001 with the Apple iPod. Their advertisements portrayed silhouetted dancers against bright colored backgrounds. The white earbuds were a contrast with the background, allowing them to stand out. The advertisements were seen everywhere in magazines, billboards, movie previews, etc. Earbuds became extremely popular as Apple products began to dominate the market. (Bergen, 2011). The earbud was a symbol of music on the go because so many people had them. Earbuds are still being used today, but have fewer advertisements focused on them. They are slowly being taken over by higher-quality headphones in the industry and advertising market (Fekadu, 2011).
SOUND QUALITY
Sound quality is one key feature determining what kind of headphones people prefer to use. While earbuds are compact and beneficial for on the go use, top music artists, producers and music enthusiasts negatively regard their sound capabilities (Fekadu, 2011). Compared to headphones, earbuds have mediocre sound quality, and do a poor job of blocking out surrounding noise. It all depends on how well the earbud fits into the mold of a person’s ear canal to determine how well they can block out noise. People tend to over amplify their earbud volume in order to shut out those distracting outside sounds, which can potentially lead to future hearing issues (McManus, 2013). Headphones are marketed to have better engineering that provides accuracy in how music is originally produced to sound. For example, Beats are advertised to release the full sound potential that iPods and other MP3 players are capable of. Iovine says music players are remarkable electronics that people already spend hundreds of dollars on, but then they lose value when consumers do not invest in quality headphones to accompany their device (Fekadu, 2011).
Larger, ear covering headphones have gained popularity again because they are more capable of translating music as exactly what artists want their listeners to hear. Noise cancelling and noise isolating technologies are part of what developers try to include in their designs to further enhance the sound experience a person has (McManus, 2013). Noise isolating is how an earpiece physically seals off the ear from outside noises. Noise cancelling is different and more advanced because it requires the headphone to have small microphones that will listen for constant ambient noise and mute it from the listener (Morrison, 2013). Ultimately, Monster’s CEO Noel Lee says, in the transition from an audio to video driven industry after the 1980’s “the iPod generation” has missed out on knowing what quality, deep sounds in music are (Fekadu, 2011).
PRICE
Another factor that divides both types of headphones is the extreme range of pricing. When better quality headphones first appeared on the market, most ordinary consumer would never pay over one hundred dollars for them. They seemed like another futile accessory that was not necessary to enjoy music playing electronics. Despite some speculation, when people began buying them they were not disappointed. For example, in 2008 Beats headphones first appeared on the market priced at three hundred dollars. Only a few musicians and producers would consider making the pricy purchase to enhance the way they heard their music (Sanburn, 2013). Those who truly understood the technology would appreciate these higher quality headphones. Over the years people have tried out many different types of headphones, ranging in style from all different price points. Beats continue to represent one of the best quality headphones in the industry. In Time Magazine, CEO of Beats, Luke Wood says, ““People thought we were crazy”, “They said the marketplace would never support a three hundred dollar headphone (Sanburn, 2013)” However, they shocked everyone and the headphones began to dominate the industry in a short span of time.
Generic earbuds have remained a fairly inexpensive purchase. Depending on style and quality, most pairs sell for less than forty dollars. However, due to the speaker’s size in the earbud, sound and music detail are poor quality. They are a convenient product to own, but have a less than desirable reputation for people who want to hear their music with ultimate clarity (O’Connor, 2012). Through the purchase of modern headphones, consumers receive the excellent quality they expect with the expensive price tag. Both headphones are on different spectrums when it comes to how they are priced, because the technologies that run each are incomparable.
DESIGN
Various design qualities and styles are another aspect that determines what type of headphones consumers tend to purchase. It is clear to the music industry that people have many different needs and desires for the type of headphones they use. Depending on the activity someone is doing while listening to music, their headphone preference will vary. For example, most people would rather use earbuds than bulky headphones while on a run or vigorously working out. On the other hand, someone studying or relaxing might prefer to use headphones with superior sound quality to better enjoy their music.
Therefore, the market is beginning to distinguish these different demographics in order to create more personalized, custom products. Ear buds are produced to be easy to store, compact and light. However, designs can be unsuccessful if they are uncomfortable or don’t fit properly into the user’s ear. Headphones that fully cover the ear are more versatile in shapes and styles that can be tailored to fulfill specific consumer desires. There are over the head, behind the ear, open and closed air models to name a few (McManus, 2013). Beyond that, headphones like Beats have become iconic in making trendy style statements. Because the line is so heavily endorsed by celebrity names, fans love to don designs specially created by their favorite role models. These headphones can showcase a lot about someone’s personality and individuality because they act as an accessory (Sanburn, 2013).