Remember Swizz Beatz and his “Monsta Mondays” campaign in 2011? Now, the producer is officially claiming the title after purchasing co-ownership stake in electronics company Monster Cable Inc.
Today, Monster announced its partnership with the 34-year-old Bronx native, who is also joining the company’s advisory board. Monster’s chief executive Noel Lee, who helped create the Beats By Dre headphone sound technology, sees the partnership as a necessary boost for business.
“The products that we have planned are revolutionary in technology, sound, and style,” said Lee via a press release. “We need the talents and reach of Swizz to help bring these products to life in the eyes of the consumer.”
Born Kasseem Dean, Swizz has made savvy business moves in the past and looks to make a splash with the Monster team.
“Monster has always been a go-to name for music electronics as well as a big part of music culture,” wrote Swizz Beatz. “They built an empire, and my job will be to push the envelope – turn the lights of the castle up really bright and help Monster take its next big step forward.”
The deal isn’t simply cosmetic. Lee is invested in the partnership and revealed the importance of the union during an interview with Billboard. “We’ll be looking to him to tell us what’s next,” said Lee. “He’s the real deal. He doesn’t get involved in something unless he believes in it.”