Beats By Dre’s global head of marketing talks Dr. Dre, LeBron, Kaepernick and diversity
Jason White takes us into his corner of the headphones giant
Jason White defines culture as being ahead of how the rest of the world sees or accepts something and actually being brave enough to put that point of view out into the world.
“Having the courage to be bold enough to try things and put yourself out there is what defines and pushes culture,” White, the global head of marketing at Beats By Dre, explained.
White works in today’s ever-changing culture masterfully. He’s considered to be one of the most reputable corporate quarterbacks in brand awareness, — making sure Beats by Dre is connecting to music, sports and culture and driving relevance and energy on a global scale.
Managing the hustle to the beat of today’s music is the workflow at Beats By Dre. The headphones company, founded by music icons Andre “Dr. Dre” Young and Jimmy Iovine, taps into pop culture in a way that moves with it through the storytelling of high-profile athletes and musicians.
White’s background includes the overseeing of the award-winning Straight Outta Compton campaign, along with LeBron James’ “Re-Established” campaign marking his return to Cleveland in 2014. Before Beats, White worked at Wieden + Kennedy to pursue the longtime dream of defining culture through the voice of Nike, where he led the Nike business in China and captained global campaigns for the 2008 Beijing Games, 2010 World Cup, James, Kobe Bryant and Tiger Woods. Other clients included Levi’s, Converse, Shanghai Disney Resort and, coincidentally, Beats By Dre.
“For a long time, Omar Johnson [Beats By Dre’s former chief marketing officer] talked to me about coming on board as his No. 2 at Beats, and finally I jumped in [in 2014],” said White. “Getting a bit of the vision into the business was exciting, but then going behind the curtain [as a Beats employee] was 100 times more exhilarating than I could have imagined.”
White, a New Englander and Georgetown grad, spoke with The Undefeated at his Culver City, California, office about the most rewarding and challenging parts of his job, working with Dr. Dre and Jimmy Iovine, collaborating with athletes such as James and Colin Kaepernick, and why the importance of diversity cannot and will not be ignored.
What is a typical day for you?
Every day I check in with my leadership team to prioritize short-, medium- and long-term goals that align with our stakeholders. And because we’re a brand that is reactive to culture, it really comes down to what’s on the calendar: Super Bowl, All-Star, Fashion Week, launch of a product, or an artist dropping an album day of. It’s very situational according to the rhythm of culture.
I spent the last two days at Interscope [Records] listening to some of Eminem’s new music, and we were just with French Montana. Having incredible creators like them share their gem with us and then think of how it could connect with one of our athlete’s stories, or how it could be used with what Beats is trying to say about a noise-canceling moment in your life, that’s when it becomes really fun.
What have you learned under the leadership of Dr. Dre, Jimmy Iovine and Luke Wood (president)?
They are so open to discussion. Jimmy and Luke always say, ‘It’s a band. We all have an instrument.’ It’s because they come from music and a world where you rarely do anything by yourself. When you have that mindset, you learn how to share and build ideas and take criticism.
How is it collaborating with athletes?
What our athletes do amazingly well is perform. They trust us to do the same thing and execute a vision that tells their story. It’s the same trust as with their coaches, like with [Tennessee Titans quarterback] Marcus Mariota telling the story of how Hawaii got him to the NFL.
What was the conversation like with LeBron James in telling his story of going back to Cleveland?
It was a very human conversation that was honest and open. LeBron told us, ‘Go to this house. I saw it get bulldozed when I was a kid. Visit this apartment, it was the first time I ever felt safe.’ To trust us with that type of information was very powerful.
Tell me about an athlete who’s come to Beats wanting to put a voice to a cause.
Colin Kaepernick has been incredibly vocal and consistent about the injustice that he sees and the sacrifice he’s willing to make to address that and raise awareness around it. We’ve had conversations about what role we can play and how the brand can be part of his journey.
What’s the most rewarding part of your job?
I love my job because it’s where creativity and culture blazes ahead. There’s this desire to do something that hasn’t been done before in telling stories and letting the emotion of music fuel a space and change a perspective.
How about the most challenging side of it?
Because we’re working with the most creative people in the world, we have to come to the table prepared to compromise, share and listen. The idea you may bring to the table probably isn’t going to be the same thing you walk out the door with. It’s going to be better, but you have to know and believe that it can be achieved through the dialogue in that journey.
What album will always be a classic to you?
The Low End Theory [second album by A Tribe Called Quest]. My grandmother is from Queens [New York], so I grew up listening to Tribe all of the time.
Tell me about how you got involved with the Marcus Graham Project.
I’ve always had great mentors, so it was important for me to figure out how to give that experience to others and really pay it forward. I remember cold-calling Lincoln Stephens from Ad Age, who is the founder and executive director of the Marcus Graham Project, and saying, ‘I don’t know how or what I can do, but I just want to help.’ Now I’m a board member and deeply involved by either showing up as a mentor or speaking about global marketing and helping them find jobs. The program is incredible and designed to get young, diverse talent into creative careers faster by giving them tools, inspiration, access and exposure.
What is diversity, and why is it important?
Diversity is about having your own point of view, and when you collectively put them together, you get a series of thinkers, makers and doers that all bring something powerful and unique. For far too long, the advertising industry, and to some extent marketing, has not had enough different point of views in the room. It’s about how high is up, and you only get that when that diversity is represented.
What sports did you play growing up? How did it influence the way you lead at work?
In high school I played football and lacrosse, but over the years I competed in soccer, tennis, basketball and swimming too. I carry a football mentality [in the workplace]. It’s all about the team. We win, lose, practice and sweat as a team.
What does it mean when you say, ‘I stand on the shoulder of giants and celebrate the emotion of music’?
[Those giants refer] to Jimmy, Dre and Luke, and on my personal journey it’s my father, my high school football coach, the former CMO of Gatorade Morgan Flatley and Rebecca Van Dyck, who took a chance on me at Wieden + Kennedy to run the Nike business. It’s all of the incredible mentors who have given me opportunities. [The emotion of music] is powerfully special and the reason why we press play and do what we do.