Where's All The Mad Rappers At? Dre Has 40 Percent of All US Holiday Headphone Sales

Moneybox
A blog about business and economics.
Jan. 11 2013 1:39 PM

Where's All The Mad Rappers At? Dre Has 40 Percent of All US Holiday Headphone Sales

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LONDON, UNITED KINGDOM - NOVEMBER 09: Atmosphere at the Beats By Dr Dre: Show Your Colours photocall at Covent Garden on November 9, 2012 in London, England.

Photo by Simon Burchell/Getty Images

I've often wondered who it is that's buying these very expensive Beats By Dre headphones, but the answer turns out to be "lots of people" and the company scored 40 percent of US headphone sales over the Christmas season.

That's an awful lot. And while the headphones sound fine to me, they're definitely not better than competing offering from Senndheiser, Grado, Etymotics and other manufacturers that aren't associated with hip-hop icons. It's a real branding success story.

Matthew Yglesias is the executive editor of Vox and author of The Rent Is Too Damn High.