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CES Video: Monster Cable finds the beat

Monster Cable drew a decent-size crowd for its news conference today, as rumors swirled around the Web about what the big announcement could be. (Some thought it might be a new music service to rival iTunes.)

Noel Lee, a.k.a. the "Head Monster," rolled up on a red Segway scooter first to extol the merits of some new additions to the HDMI cable family and a deal with Disney to help the masses figure out proper cabling in a high-def/low-understanding world.

Lee also scooted back and forth across the stage excitedly describing the new ScreenClean products for mobile accessories (cellphones, cameras and MP3 players), as well as Monster Power that is power line control-friendly, Outlets to Go with USB integration and a host of iPhone accessories that he raced through at the end.

That's all well and good, but that was hardly the product folks throughout the hip-hop blogosphere have been speculating about.

The big draw strutted up like a prizefighter in a plume of wicked bass: It was Dr. Dre. 

Dre and Interscope Geffen A&M Records Chairman Jimmy Iovine rapped (as in the '60s sense of the word) about a new product. Lee, romantically recalling the days when woofers and subwoofers barked out the big beats, acknowledged that music had gone mobile. "I can't sell speakers!"

To that end, the "Monster," the musician and the mogul unveiled a new set of headphones called Beats by Dr. Dre.Beats_by_dr_dre

Dre said the headphones could produce the round, thick thumping beats he creates when he's in the studio.

Don't be surprised if you see Beats headsets showing up in music videos, movies and ads for related products. Iovine says they'll be calling in a lot of favors to promote this product, in much the same way the U2 iPod was promoted.

Price: $399.95
Available: June


-- Michelle Maltais



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Times editorial writer Jon Healey pens opinion pieces about a variety of business issues, and blogs about technologies that are changing the entertainment industry's business model.

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