The commitment to preserving and replicating the original sound quality is one of the big reasons Beats by Dr. Dre stands out from the crowd. In the process, Dr. Dre and Iovine revolutionized the premium consumer headphone market. They used endorsements from hip-hop and pop artists to promote their products and target young adults as their primary demographic. They utilized product placement in music videos, like the diamond-studded Beats worn by Lil Wayne, to further drive home the point that their product was the preferred headphones of musicians and artists. They emphasized that headphones are a tool of entertainment and the sound quality matters as much to the everyday consumer as it does to sound engineers and producers. They also positioned Beats by Dr. Dre as a fashion accessory for those who are serious about their music.