Rapper Jay-Z is backing one of the most notable brands in the audio tech space, Devialet. On Friday, the French brand that is usually associated with expensive speakers announced a new product to the market – wireless earbuds called Gemini.
According to CNBC, these stylish buds will land in the United States after Thanksgiving and will run a little under $300 a pair.
The “Can’t Knock the Hustle” rapper has linked up with billionaire Bernard Arnault to get into the lucrative space, which is dominated by Beats by Dr. Dre and Apple. It appears that the joints that are being offered by Devialet are more expensive than Apple’s AirPods Pro and Samsung’s Galaxy Buds Live.
But is that a good strategy? Company suits at the head of the campaign believe so.
“Two years ago, we were struggling to decide which product we would want to launch next,” Devialet CEO Franck Lebouchard shared. “The reason why we made that decision on true wireless was really around offering a great sound experience to many people, not only audiophiles.”
Devialet has not released a new product in over two years. They hope Gemini the Gemini will help them dethrone Apple’s status as the biggest player in the earbud space.