Product placement and branding abound at the Coachella Valley Music
and Arts Festival, but if we had to pick the best of the blatantly
marketed products on the field it'd have to be those by headliner Dr.
Dre. The rap producer is behind the successful Beats by Dr. Dre
headphone line, and in a tiny tent tucked away next to the festival?The
mobile charging station you could experience(if only for a few
delicious minutes) what it's like to be someone who can actually
afford$399 headphoneses.
All that was needed was a valid driver's license to rent a pair of
Dre?The high-end signature headphones to catch all the action on
mainstage, the courtesy of one of four high-definition televisions
inside tent.
The red glow that emanates from most of Dre's products filled the
room as festival-goers stood at listening docks bobbing their heads. I
opted for the full 4D experience, which included a pair of 3D glasses
that offered a crystal-clear view of a real-time stream of Noel
Gallagher High Flying Birds mainstage set.
Just when you longed for the thumping reverb of a booming sound
system that only comes from being near a stage in the flesh, a worker
instructed me to plug into the circular multi-level seating area in the
middle of the tent. The area was programmed to vibrate to every riff
that was happening across the field without having to stand in a sea of
bodies.
Dre and co-founder Jimmy Iovine partnered with the company to
release their line of headphones in 2009. Together they have put out a
host of hot-selling headphones, and have even teamed with other artists
such as Justin Beiber,The Wireless IP Camera
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