Beats headphones are sometimes regarded by audio enthusiasts as over-priced and underperforming while proponents say they produce the heavy bass in hip-hop music. Either way, there seems to be no shortage of celebrity endorsers (such as Lil Wayne's $1 million pair) including many professional athletes. Beats by Dre is winning some more endorsers by making $25,000 gold and diamond-encrusted headphones and giving them out to every football player in the Superbowl.

The leather diamond-encrusted headphones have "New York XLVIII 2014," engraved along the bands in gold and each pair came in its own commemorative case. Richard Sherman, who is an endorser of beats audio products, delivered the shipment worth $1.2 million to his Seahawk teammates.

Hip-hop producer Andre Romelle Young (stage name Dr. Dre), creator of Beats, has his hands in more things than just headphones and speakers these days. The entrepreneur has signed a deal with long-time business partner Jimmy Lovine (Universal Music Group) to start Beats Music, a streaming service through AT&T.

Rhapsody, Slacker, Xbox Music, Rdio, Sony Music Unlimited and now Beats Music are competing over the subscription service market in the United States.

Beats Music's strategy for standing out will be stylishness and curation. Curation, where the station has multiple radio personalities, made Sirius XM the country's biggest paid music service. Slacker is another service that pioneered the practice of having DJs program its many genre stations.

People who don't have time to create their own playlists might benefit from this service. "Our curated stations perform incredibly well, even when listeners have the ability to choose on-demand music," said Slacker's CEO Jim Cady. "Our premium subscribers spend more than 80% of their time listening to our curated stations, rather than creating their own playlists or listening to tracks on demand."

AT&T has agreed to distribute Beats Music to AT&T customers for $9.99 a month. For those on the family bundle, Beats charges $14.99 a month and up to 5 people to access the service. For AT&T, the benefit is in offering a product that would draw in users who will pay extra for a data plan to accommodate streaming music.