When music and fashion icon Lady Gaga embarked on a project to launch her new in-ear headphones, she worked directly with the multidisciplinary design firm Ammunition to conceive "HeartBeats by Lady Gaga". Led by renowned industrial designer Robert Brunner, the Ammunition team collaborated closely with the iconic musician, Interscope Records chairman Jimmy Iovine, and audio manufacturer Monster Cable to create new high performance headphones that express her unique sense of style and vision. Heartbeats is a new offshoot of the globally successful "Beats by Dr. Dre" headphone line, and focuses on the intersection of audio, fashion and music. HeartBeats by Lady Gaga gives fashion-forward consumers a new and exciting way to enjoy the ultimate in both high fashion and high performance audio.
Ammunition's role as designer-entrepreneur in this exclusive arrangement with Lady Gaga, Dr. Dre, and Monster Cable is exceptional in the design community. This rare partnership is virtually unprecedented in the design and music industry. This special collaboration serves as a model for how designers can play a more active role in business and development, where all parties share risks and rewards, and design plays a pivotal role in driving a product to market.
With their futuristic quality, faceted surfaces and bold metallic finish, "Heartbeats by Lady Gaga," engages a new type of audio design language, reflecting an international sensation who is driving change and causing excitement in both the fashion and music worlds. Working closely with Lady Gaga, who sometimes would call in from her international tour, the Ammunition team drew inspiration from her design ethos, which incorporates strong imagery from fashion, art, architecture and performance art.
"Great design is about ideas and emotions, not just objects," says Robert Brunner. "Working with Lady Gaga, we have created something that expresses her very essence and soul, and ultimately fused fashion and sound in a new way that will delight the both eyes and ears. And the heart."
The result is a unique expression of Lady Gaga that allows women and men to express themselves and their passion for music in exciting new ways. They also reflect her commitment to leading-edge audio performance and musical authenticity. "Heartbeats by Lady Gaga" are designed to deliver pounding bass, incredible clarity, and all the power of today's hottest music.
"In the deepest hour of the night, I confess to myself three things; I would die if I was forbidden to write, forbidden to love, or forbidden to fashion," says Lady Gaga. "Heartbeats embody the trinity of my human-being with one additional vow: that SOUND matters."
Available in three multifaceted metal color options: rose, black and silver, and constructed with a unique flat, tangle free cable, "Heartbeats by Lady Gaga" is the latest addition to the hugely popular Ammunition-designed Beats by Dr. Dre family of high-performance headphones from Monster Cable. Heartbeats by Lady Gaga will be available from Monster for a suggested retail price of $99.95.