Taiwanese smartphone giant HTC has gone all bizzle in the hizzle, having hooked up with rapper Dr Dre's Beats outfit.
Beats Electronics LLC, which usually flogs the kind of ostentatious and overpriced headphones favoured by London rioters has developed a number of audio innovations which make crunchy digital formats like MP3 sound better.
In the good doctor's words (or the words of one of his entourage at least): "This represents a critical step in our continued mission to clean up the destruction of audio caused by the digital revolution; and reengineer how sound is delivered so that the consumer feels the music the way that the artist intended.”
HTC, which makes popular iPhone-aping smartphones like the Desire HD, has snapped up 51 per cent of the Beats outfit although it says the company will continue to operate autonomously outside of its deal with the Taiwan tech giant.
It's not clear exactly what influence the rapper and producer has over the company which carries his name - which has strong links with Geffen, A&M and Monster Cables - beyond the royalty cheques he undoubtedly gets for use of his moniker.
Lady Gaga, Justin Beiber and Puff Diddly also have signature ranges of headphones made by the same outfit, which could give you a clue.