Beats has launched a new social change campaign, ‘Flex That’ for its newly launched Flex headphones. Starring popular and awarding Hip-Hop songwriter Cordae, talented tennis player, Naomi Osaka, and rapper Flo Milli, the ‘Flex That’ campaign videos showcase the pride, unity, and culture of the Black American community.
Beats, now owned by Apple, was founded by Dr.Dre, a famous black music producer. Apple acquired Beats Music and Beats Electronics in 2014 for $3 billion and continues to sell its products under the Beats brand. At the time of the acquisition, CEO of Apple, Tim Cook said,
“Music is such an important part of all of our lives and holds a special place within our hearts at Apple. That’s why we have kept investing in music and are bringing together these extraordinary teams so we can continue to create the most innovative music products and services in the world.”
Beats’ New Flex That Campaign for Flex Headphones
Listen to music on the new Flex headphones, the starring celebrities make a statement in their own unique and powerful ways. In the ‘Flex That Clapback’ video, Flo Milli shrugs and dances to her song ‘May’ in front of a confederate leader’s statue.
In the ‘Flex That Voice’ video, Naomi Osaka (a young and talented tennis player) leaves her locker room while listening to Cordae’s song ‘Parables’ on blue Flex headphones made sent a strong message of “silence is violence” braided in her hair.
Last but not the least, in the short freestyle ‘Flex That Power’ video, award-winning songwriter Cordae expresses the need for stronger politicians to serve humanity and not self-publicity.
This campaign is released at a time when America is facing a dramatic racial divide. The Black Lives Matter Moment attracted nation-wide and global attention when a young black man was brutally murder by police officers during an arrest. Apple, Twitter, Amazon, Spotify, YouTube and many other companies spoke in support of the social change moment and used their platforms against racial injustice and inequality.
Beat’s Flex headphones can be bought from Apple’s Stores and online for $49.99.