.beats
| Status: | Delegated |
| Registry Provider: | Neustar |
| Type: | Brand TLD |
| Priority #: | 878 - Beats Electronics, LLC |
.beats is a Brand TLD delegated in ICANN's New gTLD Program. Beats Electronics, LLC manage the TLD. The company's application to ICANN succeeded, and the extension was delegated to the Root Zone 03 November 2015. [1][2]
Application Details
The following is excerpted from the applicant's response to question #18:
"Beats Electronics, LLC (“Beats”) provides the highest quality headphones and other audio equipment. In the words of Andre “Dr. Dre” Young, “People aren’t hearing all the music. Artists and producers work hard in the studio perfecting their sound. But people canʹt really hear it with normal headphones. Most headphones canʹt handle the bass, the detail, the dynamics. Bottom line, the music doesnʹt move you. With Beats, people are going to hear what the artists hear, and listen to the music the way they should: the way I do.ʺ Since their launch, Beats’ headphones have been featured with Dr. Dre in television commercials, and have been endorsed in various mediums by numerous performing artists, such as Will.i.am of the Black Eyed Peas, Lady Gaga, Justin Bieber and Sean “Diddy” Combs.
In part because of the high-quality, unique and sophisticated products and services Beats provides, and their association with celebrities, unauthorized third parties have begun selling fake Beats-branded headphones. Beats, through its website and its authorized dealers, has warned consumers about these fake headphones that do not meet the Beats standards for sound, quality, and performance and may easily break causing damage, and provided a means for consumers to verify their purchases. Nonetheless, counterfeits continue to enter the marketplace.
.BEATS will provide Beats with a means to introduce new products and services in an easy to find, easy to understand way. Moreover, it will provide Beats with a means of designating which sellers are authorized so that consumers may be sure that Beats-branded goods and services provided by those sellers are genuine.
..
Because Beats will be itself responsible for all domain names within the registry (i.e., the registry will be closed) there will be no applications from third parties for domain names that would require a policy in such an instance. Likewise, there will be no cost benefits such as bulk registrations. At this time, there is no plan to make a contractual commitment regarding the magnitude of price escalation."[3]