The majority of listeners are happy with standard headphones. We had to find a compelling reason for music fans to pay more for superior quality. We decided to position the headphones as a way of respecting the music, and the artist.

We identified a list of the biggest names in music history. We thought of ways to bring their stories of dedication to life using objects relevant for each star. From a shortlist we selected the three most impactful designs.

At the Sony MDR event more 300 music fans, artists and media invitees sampled headphones, and images of the posters on were spread across Instagram and Twitter. Interest spiked with #musicdeservesrespect trending on the night. The posters were also installed in four Universities, and several Sony Stores across Manila.