
A small group of reporters gathered at an airy loft in midtown Manhattan to cover the launch of Beats’ latest offering, and Iovine gave some opening remarks. Dre and Jimmy Iovine see things a little differently from Lee, as I learned the afternoon when I first met them in 2011. by Zack O'Malley Greenburg, released on March 6th by Little, Brown. Dre, Jay-Z and Hip-Hop's Multibillion-Dollar Rise'. This piece is adapted from '3 KINGS: Diddy, Dr. How does somebody who doesn’t put out music become the richest hip-hop artist? Well, guess what? Noel Lee put that in the driver’s seat for him.” Diddy, too, but not in the musical sense,” he says. “Guys like Dre and Jay, they’ve extended beyond their time. “It affects the vernacular of how you speak, so the word ‘motherf***er’ means ‘good,’ or it could be bad. “What is popular in hip-hop is popular for every white kid in suburbia and every Korean kid doing a rap . These experiences have taught Lee lessons he never could have learned in engineering school. Most recently, he’s teamed up to create a range of products, including Monster DNA with Swizz Beatz, ROC headphones and speakers (no relation to Jay-Z’s Roc Nation) with soccer star Cristiano Ronaldo, and, most famously, Beats by Dr.


The company does not disclose its financial performance, but Lee says he expects annual revenue to top $1 billion within the next five years. Monster still peddles these trademark cables along with speakers and headphones.
