50 Cent launches his SMS Audio headphones at Gitex Technology Week

By on October 17, 2012
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Curtis “50 Cent” Jackson, launched his SMS Audio brand of headphones at Gitex Technology Week.


You thought Beats by Dr. Dre were enough for your listening pleasure? Well, here comes another pair of celebrity-endorsed headphones to the market. Hope your ears can take the awesome.

Internationally-acclaimed artist, entrepreneur and humanitarian, Curtis “50 Cent” Jackson, launched his SMS Audio brand of headphones at Gitex Technology Week. 50 Cent held a joint press conference with Shift LLC, a leading electronics distributor that was selected as SMS Audio’s official partner in 14 countries in the Middle East and Africa.

Speaking to reporters, 50 Cent explained: “Dubai is the perfect springboard to launch SMS Audio, because the emirate is famous for its pursuit of high standards in everything it does. I’m honored to contribute to that legacy through the quality of these hi-tech headphones.”

Addressing enquiries about the product’s availability, Managing Director of Shift LLC, Mazen Khanafer responded: “SMS Audio is currently available for purchase in the Middle East, and we anticipate high demand – given 50 Cent’s status and the product’s innovative features. We are optimistic that this partnership will give Shift LLC a competitive advantage as we expand in the billion-dollar audio industry.”

SMS Audio initially launched two main lines of headphones: “Sync by 50” (over-ear wireless headphones) “Street by 50” (wired in-ear and wired over-ear headphones.
Some of the advanced features include high-end styling, professional studio sound, full on-board controls, and passive noise cancellation.

Summing up his future plans, 50 Cent stated: “The terrific start that our brand has had in the Middle East makes me really excited about our future prospects in the region. We now aim to build on that, because this launch is part of a wider evolution for SMS Audio. From a humanitarian perspective, as a conscious capitalist I’m excited about our partnership with Dubai Autism Center, where every SMS Audio product sold within a certain timeframe will contribute towards autistic children.”

Sara Ahmad Baker of the Dubai Autism Center expressed her gratitude for the corporate responsibility shown by SMS Audio and Shift LLC: “On behalf of the autistic children who we care for, I want to extend our heartfelt appreciation for SMS Audio’s very generous offer. 50 Cent has shown that despite all the fame and achievements, he is first and foremost a caring human being.”

50 Cent’s previous humanitarian endeavors have seen him pledging to feed a billion people over the coming years, through Street King, his energy drink, which funds one meal per purchase to children in Africa through the World Food Programme. A natural evolution from 50’s efforts saw SMS Audio partnering with Feeding America bringing the relief efforts to the United States where 250 meals are donated to Feeding America for each domestic purchase through www.smsaudio.com.

In the brand’s previous launches, SMS Audio has proved to be very popular in the US, Western Europe, Scandinavia and Oceania. Dubai’s quality-sensitive customers will now have convenient access to the sophisticated features offered by the brand.

SMS Audio is currently available at electronics retailers around the Middle East and South Africa, and customers have a range of fashionable colors and styles to select from.


Filmmaker and film writer. An ironically strange combination. Follow his tweets on @faisalhashmi for his escapades in film.

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