Dr. Dre, his Beats By Dre brand and Monster Cable has teamed up with Best Buy, in an effort to become a new destination for DJs, with the launch of a new in-store "Club Beats" area.
According to billboard.biz, the major retailer will be opening a new section in all its stores where consumers can test out the latest audio, music, entertainment and technology products including DJ equipment, mixing software, turntables, headphones and laptops.
In support of the new Club Beats, Best Buy will be hosting a series of events featuring appearances by top artists such as Lady Gaga and will.i.am, as well as Dr. Dre.
Best Buy has noticed growing interest in DJing, with the recent release of the video game title DJ Hero. So, they see this DJ-focused offering as something brand new for mainstream retail.
"It may not be simple to find these products in a mainstream environment -- either you have to know what you need, or you have to talk to someone who is in the industry," said Wendy Fritz, svp of merchandising for mobility for Best Buy. "What we're trying to say is 'Hey you can do this,' and when they come into the store our Blue Shirts can say 'These are the three or four products you need to get started.' "
To start, seven Best Buy Stores will feature a full "experiential" Club Beats area, with a spectrum of products while 300 stores will features an "interactive" area, with similar options but slightly fewer products to try out.
All remaining stores will include a "core" Club Beats area, with a product selection, merchandising signage and customer service assistance but less of a focus on interactivity.
This is the latest campaign expanding Dre's already successful Beats brand, which includes his line of headphones, and a new software called "Beats Audio" bundled with the new HP Envy laptop.