Cultural Partnerships
D Smoke + Ultimate Ears
Grammy-nominated artist D Smoke partnered with Ultimate Ears to bridge consumer
audio with professional musician credibility. By using UE FITS in daily life and UE Pro
monitors on stage, he demonstrated how personalized audio could serve both lifestyle
and professional performance needs. Jonah led this work as General Manager of the
Music Business, Logitech.
Tension.
UE had credibility in both consumer earbuds and professional in-ear monitors — but the two audiences didn’t know they shared a brand. Could one artist bridge both worlds?
Action.
Partnered with Grammy-nominated D Smoke across both platforms — UE FITS for daily life, UE Pro monitors on stage — telling one authentic story that spanned consumer and professional audio.
Clarity.
A brand doesn’t need separate identities for separate audiences. When the underlying truth is strong enough, one narrative serves many worlds.
