How the headphone maker picks the music it uses to sell its gear to sports fans -- even if athletes have to hide the Beats logos on the slopes.
The Winter Olympics kick off in Pyeongchang, South Korea, on Feb. 9, but there's already one winner: G-Eazy, whose song "The Beautiful & Damned" will be featured in Beats' new ad campaign for its headphones during the Games.
Beats' latest "Above the Noise" campaign commercial -- which shows elite athletes such as snowboarder Shaun White, skier Lindsey Vonn and the Nigerian bobsled team plugging in their headphones to get an edge -- is set to the title track from the Oakland, Calif., rapper's latest album. The song soundtracks five spots highlighting athletic themes such as failure, redemption and the rigors of training.
"If a song makes someone feel something, that's authentic -- you can't fake that," says Beats president/COO Luke Wood, noting that G-Eazy's track was chosen after he played the album for the Beats music team last October. At that meeting, G-Eazy stressed his own risk-taking persona, similar to that of athletes who speed down icy hills on skis at 80 mph.