50 Cent’s Headphones Deal With Sleek Audio Terminated
In January, 50 Cent announced a new partnership with Sleek Audio to unveil his Sleek by 50 Cent Platinum Headphones at the Las Vegas Consumer Electronics Show. However, four months later, the lucrative deal has been terminated.
On Friday (May 6), Sleek Audio announced the end of their business deal with 50, explaining in a statement, "We will be re-evaluating our Wireless Hybrid over-the-ear headphones at a later date. Currently we are working to bring our new, U.S.-made in-ear products to the market."
50's foray into the world of headphones raised eyebrows and concerns that the business move was a direct target at Dr. Dre's brand of Beats By Dre headphones. In a series of tweets, 50 claimed that Dre and Interscope chairman Jimmy Iovine were upset about his new headphone line, but the West Coast rapper-producer later claimed that he had no knowledge of Fif's Sleek line.
During the initial introduction of his headphones, the G-Unit CEO sounded sincere, telling the CES crowd, "I know music and I've tried everything on the market as far as headphones go, but I wanted something different, something better that really pushed the envelope and gave all music fans a new way to listen to their favorite artists." But he later admitted that his tweets, at least, were intended to annoy and grab the attention of former collaborator Dr. Dre.
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