Beats , the Apple headphone, is turning to one of the most popular creators in the world as it plots a new approach in its marketing efforts.

While Beats traces its origins to the music industry (it was founded by Dr. Dre and Jimmy Iovine, after all), in recent years it has leaned into sports (just look at its launch for Powerbeats Pro 2 earlier this year, with LeBron James, Lionel Messi and Shohei Ohtani).

For its latest effort, however, it is pushing into new territory: The creator economy . Beats is working with the popular streamer and YouTuber IShowSpeed (real name Darren Jason Watkins Jr.) for a campaign, launching with a cinematic campaign during one of his livestreams.

Beats , the Apple headphone, is turning to one of the most popular creators in the world as it plots

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