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Atmosphere - Diddy Beats

photo: WENN

Diddy Beats

At one point, Jimmy Iovine was trying to get half of Interscope’s urban music division in bed with Beats. This included Diddy, as he got some earbuds in a partnership named Diddy Beats. Once that got the axe, they just rebranded the earbud idea as LeBron James bought a stake in Beats and rolled out PowerBeats. Chess not checkers.

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