Celebrity Headphone Deathmatch

Tyll Hertsens's picture

It's really all about making money ... and the price you'll have to pay for headphones.

Cast your mind back 15 years ... before the iPod. If someone told you they paid $129 for a portable CD player, you'd have thought that was pretty expensive. If they told you they paid $129 for a pair of headphones to go with it, you'd have thought they were nuts. Yet, today, we walk around with $500 iPhones in our pocket and $300 Beats Studios on our heads. In 15 years the culturally acceptable cost of your personal audio rig has skyrocketed. Why?

Obviously, part of the answer is that your average smartphone is enormously more useful than a Sony Discman. Five or ten times the price for a music player that's also your phone, camera, instant messenger, GPS, radio, TV, Angry Bird game center and more seems justifiable. Our portable media devices today are extraordinarily valuable to us, so we're willing to pay much more for them now.

But what about the headphones? Have they improved dramatically over the last ten years? In 2010, during truly sour economic times, domestic headphone sales in dollars increased a whopping 30%, and unit sales of headphones over $100 went from 2% to 3.5% of the market. Has the increasing price of headphones brought a similar increase in value to the consumer? Let's take a look at how we got here.

Over the last ten years I think four things happened that changed how the world thought about headphones: the iPod; Skullcandy; the headphone hobby; and Monster/Dre.

The iPod changed the headphone from an accessory to a necessity. You know the story, the iPod exploded into the popular consciousness and everybody had one. The iconic image of the time became the white wires of the Apple earbuds. The huge popularity increased the potential demand for headphones, and the dramatic increase in cost of the iPod over the previous portable players increased the potential price people would be willing to spend on headphones. The iPod opened the door.

The last decade has also seen the rise of Skullcandy, which made headphones cheap and fashionable. With their take-no-prisoners distribution channel development that brought headphones into skateboard and surf shops, and the very hip "Every Revolution Needs a Soundtrack" PR campaign, Skullcandy sold boatloads of affordable, colorful, and stylish headphones to kids with iPods. One of their keys to success was endorsements by action sport athletes. So successful were they eventually that by late 2010 they were second only to Sony with a 14% share of the headphone market. (Sony had 23%; Skullcandy 14%; Bose 12%; and Beats at 9% according to NPD Group.) Skullcandy made headphones fun and attractive.

Largely unknown to popular culture, over the last 10 years a vibrantly growing hobby of headphone enthusiasm has sprouted up. Head-Fi, the mothership forum for the headphone hobby, currently gets over a million unique visitors a month and is one of the largest audio websites of any kind. The rapid growth of this enthusiastic audience over the last decade gave the traditional headphone manufacturers the encouragement needed to start investing in higher performance. More expensive headphones started showing up. While previously $400 was expensive, we now have many headphones that sell between $500 and $1000, and maybe a couple of dozen over $1000. Headphone enthusiasts showed that high priced headphones could sell.

Late in the decade, with an enthusiastic hobby buying more and more expensive headphones, and with the broader public merrily swapping their white earbuds for Skullcandy's bubblegum, Noel Lee at Monster saw the rising demand for fun and performance with headphones and had an epiphany: "Headphones are the new speakers!" Evidently, he was the right person in the right place at the right time. In rapid fire succession, Monster started producing celebrity endorsed headphones. First with Dr. Dre and the Beats by Dre brand, and then by a multitude of artists under both the Monster and Beats brands including: Lady Gaga; Justin Bieber; "Diddy" Combs; Miles Davis; Lebron James; Earth, Wind, and Fire; and the Boston Red Sox. The tinder had begun to burn, and Monster poured gasoline on the fire.

In February of this year, the market research company NPD Group published a study: "Headphones: Ownership and Application." Their press release about the study is telling, here's some excerpts:

"...endorsements are extremely/very important to nearly 30 percent of consumers when deciding what headphones to buy. Music artist endorsements ranked highest among consumers purchasing headphones under $20 and over $100, and sales of headphones over $100 are growing. According to NPD's Retail Tracking Service, headphones $100 or more went from around 2 percent of the headphone market in 2009 to 3.5 percent of the market in 2010. Overall stereo headphone sales increased 17 percent in units and 30 percent in dollars in 2010."

"... on average, consumers said they bought a new pair of headphones every 14 months, but teenagers reported buying new ones even more frequently. Forty-one percent of 13-17 year olds bought new headphones within the past 3 months. Teenagers were almost twice as likely as the average consumer to say they plan to purchase new headphones in the next year."

"... headphones have been as much of a fashion statement as an audio accessory," said Rubin. "In particular, younger consumers are associating artists they admire with a premium portable audio experience."

So, headphones costing more than $100 grow 75% in one year ... endorsements important in purchases under $20 and over $100 ... teens twice as likely to buy ... youngsters wanting artists associated with their cans ... my what a whirl we're in. Since they were virtually the only game in town until mid-2010, I'm guessing almost all the hubbub in the above report is about Skullcandy at the low end, and Monster Beats by Dre at the high end.

Well, there you have it, by the end of the first decade of this century, the iPod, Skullcandy, a bunch of headphone geeks, and finally Monster, had woken up the consuming public to how cool headphones could be ... and headphones were flying off the shelves in the midst of a miserable recession. That really got the attention of other companies looking to make a buck in tough times, and today it seems like every company that's ever moved an electron in service of the music is making a pair of headphones. There's a dogpile of companies out there looking to get in on the headphone gold-rush, and because of Monster's success, many are using celebrity endorsement as their differentiating strategy.

Personally, I think headphones should be about good sound first, then comfort, then build quality and durability, and only then styling and bling. I'm very skeptical about companies putting a lot of focus on fashion and fabulosity. I'm very concerned consumers are getting style over substance with their headphone purchase. I'm afraid celebrity endorsements are driving the price of headphones up without a commensurate rise in performance.

But there's only one way to find out for sure ... let's go listen to some celebrity headphones!

Editors Note: In order to produce this article on a reasonable time frame, only full size headphones of circumaural (around the ear) and supra-aural (on the ear) types were tested. None of the in-ear models were evaluated --- perhaps another time.

I also want to thank Brian Gluck of Headphones.com who helped enormously getting many of these headphones to me for review. I simply don't think I could have done this effectively without his help. Thanks, Brian!

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Comments
nunh's picture
Wonderful

article and site - thank you!

MrSaikes's picture
Awesome review

Gotta love the image, Tyll =D

jvlgato's picture
Great article, and great

Great article, and great picture! Thanks!

Brentagon's picture
Thanks, Tyll

A lot of work obviously went into this article. Nice job, Tyll! Here's hoping that, in 2012, we'll be able to see a similar round-up of all the new headphones being produced by speaker companies, which seems to be the trend for the next year.

Tyll Hertsens's picture
.... sigh ...
It's a dirty job ... but someone's gotta do it.
RPGWiZaRD's picture
Awesome as usual

Haha, epic picture!

Draygonn's picture
Love these articles Tyll!

I hope the V-Moda custom engraving catches on.

Pars's picture
Great article!

Keep it up, this is great! And love the pic, BTW Smile

kiranjhons's picture
To my ear, it isolates better

To my ear, it isolates better than HD25-1ii which I thought the best until I met Momentum. Of course Momentum's isolation is not as good as good IEM's such as Shure SE535 or Etymotic E
spelling grammar check

JoeMarioZ's picture
V-moda

Hi Tyll! Are those GREEN V-Moda a special edition they sent you? Or can you costumize them besides de engraving? Because I see the bezel is green also... I love green but I can't seem to find them at any online store...

Tyll Hertsens's picture
Sorry ...
I'm afraid I don't know. Val is coming up with new stuff fast and furious at the moment. Just call V-Moda and ask, I suppose.
shstrang98's picture
How can anyone expect......

headphones endorsed by Dr Dre to actually sound decent?

Dr.Phil's picture
Kids don't bother to read anymore?

Reading the comments on youtube I find it amazing that the crowd looking for this kind of headphones can be so lazy to the point of watching your video and then go asking how the headphone you just reviewed in the article sound.

What does this tell us?

dalethorn's picture
I did it

I bought a couple of expensive headphones partly because of the look. I say partly as my personal disclaimer, so I don't come off looking dumb here when I look so smart and natty with my bling-bling headphones.

The sound? No problem. You don't have to buy the worst of them, after all. That's how Innerfidelity helps, by screening out the crud so we can make these decisions with a clear conscience.

Tyll Hertsens's picture
So wudja buy, Dale?
So wudja buy, Dale?
dalethorn's picture
Uh oh, confession time

Well, er, the Vmoda V80 for one. I couldn't resist the extra red and the True Blood insignia. However, I didn't get the extra custom plates yet. But since I use it every day now, I'm gonna have to take the plunge. Note to Dale: Order the plates.

The other was the red/blue earcup Beyerdynamic.. Pure indulgence? No, no - it was, ummmm, it goes good with my red and blue netbooks. (It does, actually...)

helluvapixel's picture
Marley Stir it Up,... Truly good?

Can someone tell me if the Marley Stir it Up are truly decent? I tried the others in the line and found the bass too bloomy... too artificial.

I'm looking for something more smooth and laid back to compliment when I'm not using my P5's and while I'd like the Senn HD25-ii, $300 is hard to drop.

Tyll Hertsens's picture
The Stir It Up is very bassy
The Stir It Up is very bassy and has very withdrawn highs. I thought the Exodus was great though. May I suggest the V-Moda M-80 or V-80, very nice for $200.
helluvapixel's picture
Tyll, I am tempted. I liked

Tyll, I am tempted. I liked the Crossfade LP for their construction but found the bass a bit boomy and the highs too subdued. Although, funny enough decent enough to watch tv/movies since shows seem quite amped in mid to high.

You mention the new M/V-80 are more neutral. I may give them a shot, I'm a sucker for just buying headphones... it's almost an addiction Smile

Tyll Hertsens's picture
Addicted maybe, but you won't
Addicted maybe, but you won't be the only one around here with that afliction.
dalethorn's picture
Vmoda

I don't use the V80 (M80) in the house a lot because I have a couple other items I use more, but it's my exclusive portable headphone. There's nothing I can think about it that I don't like. It looks pretty good as is, and you can snazz it up with custom side-plates too.

helluvapixel's picture
Good islolation too.

@dalethorn,

You find the isolation good too? I thought they were quite good, definitely more so than P5 since they have the large ear cup.

dalethorn's picture
Isolation of M80

I tested the isolation of the M80 in my small apartment with someone in the kitchen making kitchen noises about 15 feet away, and there was not much isolation. Now that's a plastic earpad and the humidity was low, so I'm wondering if I waited longer if maybe the earpads would seal a little better when they got warmer and conformed better to my head. But it still isn't as good as a lot of closed circumaural 'phones.

MittWaffen's picture
Tyll

If you could buy the Stir It Up for 99 instead of 199 would you recommend them over the M-80's?

Let me know ASAP so i can order them or not.

Tyll Hertsens's picture
No.
No.
MittWaffen's picture
Innerfidelity rocks

Thanks, I tried a whole bunch from future-shop.
Bose, were OK.
Beats, they sucked.
Marley, they sucked.

I ordered the M80s, thank you VERY VERY much for your advice and reviews; seriously you must save thousands of people from making product purchasing mistakes.

jimmyjames's picture
Tyll, as always, U DA MAN!

Tyll, as always, U DA MAN! but the AKG K701's were the worst sounding headphones I ever owned and I've owned a lot in the $0 to $600 price range. Maybe they never broke in but if not then I would never have lived long enough for them to do so.

Your article is very timely as it seems Consumer Reports just came out with a Xmas Headphone round up and it came out just like you might expect any CR review of audio equipment would. Argh!

Cheers! Merry Xmas! and keep out of my neighborhood, I mean keep up the good work!

souluser12's picture
thank you Tyll

I was choosing between the skullcandy aviators and the soul by ludacris sl 150. i ended up getting the souls just because the passive isolation was there where as with the skullcandy it wasnt and also because the bass was a lot more prominent. thank you for helping me with a big decision your reviews are very helpful considering you know what true audio is. Thanks again.

Tyll Hertsens's picture
You're welcome, mate.
You're welcome, mate.
amateriat's picture
The thing about the whole "celebrity 'phone" racket...

...is that it's basically lifting a page from the athletic-shoe marketing playbook: Monster's Beats by Dr. Dre are the audio industry's Air Jordans, overinflated price-tags and all, with others falling over each other for the proverbial piece of the action. It might be a bit cutting to liken Noel Lee to a 21st-century P.T. Barnum, but I'm having a hell of a time shaking that analogy.

I recently auditioned, among others, AKG's K450s while in search of an iPod-friendly headphone, and, like you. found their sound quality close to execrable. Putting Quincy Jones' imprimatur on those 'phones was a major marketing misfire from a company that should know better. (I ended up with non-rebranded Sennheiser HD 25-1 II 'phones...love 'em.)

Great work you've done here, and great site!