Low key Danish audiophile sound-meisters Bang & Olufsen have teamed up with larger than life Palestinan-American rapper DJ Khaled on their premium H6 headphones.
H6 with DJ Khaled by B&O, as they will be known, pump up the bling with gold and red leather details but the techy innards should remain unchanged.
If you can't Beats them, join them
B&O previous brand ambassadors for the H6 cans include such household (in Denmark) names as DJ Mads Emil Grove Moller, indie musicians Rangleklods and principal dancer at the Royal Danish Ballet, Kristoffer Sakurai.
DJ Khaled looks like a step up for the brand, with several platinum discs, a clutch of BET Awards and a Grammy nomination under his belt.
B&O is currently valued at around $500m - a sixth of the $3bn price-tag that Apple paid for Dr Dre's Beats headphones company.
READ MORE: Apple acquires Beats for US$3 billion