Nobody does a drop like K-Pop. It took less than 24 hours for Beats‘ special-edition Ruby-themed headphones to sell out across Apple’s online stores last year. The collab was with global superstar Jennie: BLACKPINK member, solo artist, and one of Time’s 100 Most Influential People of 2026.
The Apple-owned audio brand and Jennie are back with a special-edition onyx-black pair of headphones, promoting the drop with an ad that includes a special treat for fans: an exclusive, unreleased track. With over a year having passed since the pop star released her debut studio album, Ruby, this will be music to fans’ ears.
Designed to match Jennie’s unique aesthetic, the headphones feature two attachable black bows, ear pads decorated with symbols inspired by her music, and a color-matched carrying case. They go on sale April 24.
The accompanying film incorporates a signature ribbon design that mesmerizes as it weaves around the headphones. True to K-pop’s reputation for high-quality music production, the backing track is exquisitely produced, with crisp beats and a punchy bassline.
The campaign also includes a customized Apple Music playlist curated by Jennie.
For fans based in South Korea, Beats is hosting a pop-up experience in Seongsu where attendees can immerse themselves in the collaboration, demo the special-edition headphones, and leave with a custom bag charm as a memento of the drop.
Jennie’s partnership with Beats began in 2024, when she fronted the launch of the Beats Solo Buds, which subsequently exploded online. The sleek film, which shows Jennie showcasing the headphones against a minimal background, has nearly two million views and counting.
That campaign was followed in 2025 by the debut drop: a special-edition headphone in her signature red, a nod to her Ruby album, which also featured attachable bows. The spot similarly incorporated key visuals from the collab, playing around with Jennie’s aesthetic alongside vivid, poppy imagery.
“We always knew my first drop with Beats was just the beginning of the story,” Jennie said in a statement. “This second chapter truly represents my personal evolution and self-discovery. I wanted to create something that felt both powerful and personal, and I’m so excited for everyone to experience this new chapter with me through these sleek headphones.”
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