Social media giant Twitter is no stranger to investing in startup companies via its Twitter Ventures arm, but there has been plenty of interest in their latest investee Muzik, a headphone manufacturer that makes high-end earwear designed to compete with Apple-owned Beats Music.
The deal, announced at CES 2016 in Las Vegas, isn’t quite at billion dollar Beats levels of investment–the company has raised $18 million over the past few years, and Twitter is just one of a few investors–but the technology behind the headphones is where it gets really interesting: Muzik’s wireless headphones feature buttons users can swipe to control and share the music they’re listening to without even reaching into their pocket.
The first set of headphones, an “over-ear” design similar to Beats, will start shipping in May for $299, with an in-ear set priced at $199 due in the summer. It remains to be seen whether the company will be able to hold a candle to the giant that is the Apple/Beats combination, but it’s certainly an interesting investment for Twitter as they look to capitalise on one of their primary markets, with music and musicians among the most discussed and followed subjects on the service.
For more info, check out the Muzik website here.