Skullcandy partners up with Jay-Z and Roc Nation for a multi-year headphone collaboration project. Both brands will collaborate in the marketing as well as the creative direction of all merchandise. Their first product “Roc Nation Aviator” headphones will be available in June at a price point of $150.
“This partnership is an incredible opportunity for Skullcandy. By teaming up with Roc Nation on both the creative and marketing direction of these products, we are able to set the bar at a new high – challenging the future quality of what emerges in the industry from here on out. ” – Rick Alden, Skullcandy CEO
Skullcandy is competing with Monster Beats and both promise to push new levels of style and sound in the marketplace and redefine the music listening experience but which brand will gain more market share?
[...] types of conversations they were having. For some reason I don’t think it was about the new Roc Nation earphones though. Pics after the [...]
“…creative and marketing direction of these products…”
Marketing direction? There doesn’t seem to be a direction for this campaign. This commercial does nothing to differentiate Skull Candy from any of their competitors. If all you did was change the product this commercial would still work for Sony, Bose, Panasonic, JVC, etc. This is not branding in a progressive manner.
Apple has successful commercials because you think of Apple whenever you see a black silhouette on a coloured background (even if it’s not an Apple commercial!) Skull Candy and Roc Nation need to step it up if they want to have a campaign that is anything other than banal.