In order to connect a skeptical audience with the new Club Beats space, a partnership between Beats by Dre, Best Buy, and Monster Cable – we re-concepted the Big Box experience in a way that would give it truly give it back to young people who are used to shopping for tech in a much different way. Best Buy hosted 6 events in: Houston, Minneapolis, New York, Miami, Vegas, and LA – with big artists like Dr. Dre, Will.i.am, Diplo, and Lady Gaga to promote Club Beats events and products.