×

Apple’s Beats by Dre Taps Chris Thorne as Chief Marketing Officer

Beats by Dr. Dre, Apple’s audio-products subsidiary, announced Chris Thorne — whose past gigs have included stints at EA and Jessica Alba’s The Honest Co. — as its chief marketing officer.

Thorne takes on the CMO role after the departure earlier this year of Jason White, formerly Beats’ EVP and global head of marketing, who left to join cannabis-oil provider Cura Cannabis Solutions as CMO.

Thorne, who reports to Beats president Luke Wood, oversees global marketing efforts including developing integrated marketing campaigns across all channels and promoting the Beats brand through pop-cultural experiences.

Beats by Dre was founded in 2006 by Dr. Dre and Jimmy Iovine and launched with a line of premium consumer headphones and earphones. Apple completed the $3 billion acquisition of Beats in July 2014. This summer, Beats is set to begin shipping Powerbeats Pro, Apple’s first totally wireless Beats earphones, with a list price of $250.

“In his career, Chris has shouldered an extensive roster of brands that amplify his invaluable experience in marketing, business management, brand growth and creative development,” Wood said in announcing Thorne’s hire. “With our highest-quality product portfolio to date, our team continues to grow rapidly across the globe.”

Thorne most recently was chief growth officer at Forward, a health membership startup that combines access to a personal doctor with medical technology. Prior to joining Forward in 2017, he was CMO for two years at Alba’s Honest Co. consumer-products firm. He worked at Electronic Arts from 2010-15, where he most recently was VP, global marketing, media and mobile acquisition. He began his executive career as president of sports representation firm CSMG Sports and was GM of social gaming at FanIQ.

Thorne commented, “Beats not only sits at the cross-cultural intersection of music, technology and sports, but it has defined the niche as a category in such a short time. The brand continues to dominate cultural conversation, and I’m excited to join the team and contribute to its successes.”

More Digital

  • T-Mobile

    T-Mobile Completes Sprint Takeover, Repeats Vow to Not Raise Prices for 3 Years

    T-Mobile said it officially closed its merger with rival Sprint — creating a wireless carrier with over 100 million customers nationwide — and reiterated its pledge to not increase customers’ fees for the next three years. The deal, worth more than $31 billion based on T-Mobile’s closing stock price Tuesday, ends the nearly two-year effort [...]

  • J.K. Rowling Launches 'Harry Potter at

    J.K. Rowling Launches 'Harry Potter at Home' Digital Hub

    J.K. Rowling has launched “Harry Potter at Home,” a digital hub with a cauldron full of treats to keep young children occupied while they are held captive at home during the coronavirus crisis. The hub, which includes contributions from publishing houses Bloomsbury and Scholastic, has magical craft videos, fun articles, quizzes, puzzles and more for [...]

  • Spotify

    Spotify Renews Global Licensing Deal With Warner Music

    At the stroke of 8 a.m. ET, Spotify and Warner Music announced that they have renewed their global licensing deal. The two companies are believed to have been out of contract for around nine months, although that is not an uncommon situation for streaming services and music companies. “Spotify and Warner Music Group are pleased [...]

  • Tom Hanks - 2020 Census

    Tom Hanks, Selena Gomez, Janelle Monáe and More Promote 2020 Census in New Video (WATCH)

    Amid the nationwide coronavirus pandemic, six celebrities have come together for a PSA to urge Americans to be counted in the 2020 Census. The new video features Tom Hanks, Selena Gomez, Janelle Monáe, Megan Rapinoe, Faith Hill and Liza Koshy explaining the importance of participating in the U.S. Census. It premiered across digital-media company ATTN:’s [...]

  • Cardi B

    Cardi B Was Instagram's Video Queen of the Quarantine in March

    Cardi B is the Instagram viral-video queen the internet apparently needs during the coronavirus pandemic. While Kylie Jenner dominated Instagram in 2019, Cardi B took over in March: Five of the top 10 most-viewed videos on the platform last month came from the outspoken rapper and entertainer, as tracked by Pex, an L.A.-based video and [...]

  • Black AF Netflix

    Everything Coming to Netflix in April

    As everyone continues to self-quarantine and practice social distancing due to the coronavirus pandemic, there’s no better “at-home” activity than catching up on all the new films and shows streaming on Netflix this April. A number of new series are set to premiere on the streaming platform, including “Never Have I Ever,” “#BlackAf,” “OuterBanks,” “The [...]

  • Illustration of the video streaming company

    Video Streaming to TVs Soared 85% in U.S. in First Three Weeks of March, Nielsen Says

    During the coronavirus pandemic, Americans are staying home — and, as you would expect, they’re streaming more than ever. U.S. consumers’ viewing of streaming has continued to increase through March. Over the first three weeks of March 2020, the total estimated number of minutes streamed to the TV was 400 billion, up 85% compared with [...]

More From Our Brands

Access exclusive content