SANTA MONICA, CA: Headphones company Beats Electronics has brought in John Doe as it prepares to launch a music streaming service to rival Spotify.
The agency will cover consumer work and strategy for the company across Europe alongside retained marcomms 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,” the agency source said.
It is understood John Doe started work with the tie-in of the brand to the launch of Tinie Tempah's new album Demonstration.
“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,” a company spokeswoman said.
Beats revealed in March that it had secured a $60 million (£36.6 million) investment, with Warner Music Group owner Access Industries among those involved.
This article originally appeared on the website of PRWeek UK.