Becoming a Millennial favorite took a lot of star power for audio brand Beats.

Becoming a Millennial favorite took a lot of star power for audio brand Beats. Treating electronics as “almost an afterthought,” the brand focused in on being cool to appeal to young consumers and today accounts for 60% of the $2.2 billion headphone category. Big names like Lady Gaga, Snoop Dogg, Nelly, Ludacris, Miley Cyrus, Nicki Minaj, Wiz Khalifa have endorsed Beats, which Mintel says “connected the urban lifestyle and music to a piece of hardware.” (Adweek)