Beats Electronics hands European brief to John Doe

Headphones company Beats Electronics has brought in John Doe as it prepares to launch a music streaming service to rival Spotify.

Beats Electronics: Launching a music streaming service
Beats Electronics: Launching a music streaming service

The agency has been brought on board to cover consumer work and strategy for the company across Europe alongside retained marcoms incumbent Slam UK.

The hire comes as the Dr Dre-founded business expands its offer across the music sector with the launch of online music streaming service Beats Music in January.

One agency figure with insight into the industry said the brand was looking to push beyond being seen as a maker of headphones: "It will be about extending knowledge of its product range, and showing it is a music company in a broad sense."

It is understood John Doe started work with the tie-in of the brand to the launch of Tinie Tempah’s new album Demonstration.

A spokeswoman for the company said: "Beats by Dre is increasing its European roster following a review of its ongoing PR needs and as part of this John Doe has been added."

Beats revealed in March that it had secured a $60m (£36.6m) investment for the service, with the company as a whole valued at more than $1bn earlier this year following the sale of a stake to the Carlyle Group.

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