SMS Audio

Lore & Background

SMS Audio was founded in 2011 by Curtis Jackson, also known as 50 Cent, with SMS standing for 'Studio Mastered Sound'. That same year, Jackson acquired KonoAudio, whose president Brian Nohe became President of SMS Audio. Together they designed the company's first line of headphones in late 2011 and early 2012. In January 2012, DJ Pauly D announced a partnership to develop a new headphone line. Music artist Timbaland became an investor in January 2013, followed by NBA player Carmelo Anthony in December 2013. The company's operations were suspended in 2016, and as of 2022 their products are sold on the G-Unit brands website.

The company introduced the 'STREET by 50' line of in-ear, over-ear and on-ear headphones in October 2012. The wireless SYNC by 50 headphones use proprietary Kleer Wireless Technology, which claims to provide 16-bit CD quality sound with lossless audio and can connect to up to four devices within 50 feet. In late 2013, a STREET by 50 ANC version was released, followed by a SYNC by 50 Portable speaker. In January 2014, an Audio Sport lineup was released in collaboration with Carmelo Anthony, and a Star Wars themed set was introduced with Lucasfilm. In August 2014, SMS Audio announced the BioSport In-Ear wired earbuds with embedded biometric sensors that collect fitness data including heart rate, developed in collaboration with Intel. The company also sells SMS Audio-branded apparel and accessories.

Reader's Guide

SMS Audio's significance lies in its fusion of celebrity branding with audio technology, following a model popularized by other artist-endorsed headphone lines. Founded by 50 Cent, the company leveraged his fame and business connections to attract investments from Timbaland and Carmelo Anthony, as well as a partnership with DJ Pauly D. The brand's technical distinction was its use of Kleer Wireless Technology instead of standard Bluetooth, promising lossless CD-quality audio and multi-device connectivity. The BioSport In-Ear earbuds, developed with Intel, represented an early attempt to integrate biometric sensors into consumer audio gear, tracking heart rate without requiring charging. SMS Audio also engaged in sponsorships, including donating a portion of domestic headphone sales to Feeding America, sponsoring Israeli basketball club Maccabi Tel Aviv in 2013, and becoming a sponsor of NASCAR team Swan Racing in February 2014. The company's operations were suspended in 2016, but its products remained available through the G-Unit brands website as of 2022, marking a transition from an independent company to a brand within a larger celebrity merchandise portfolio. Its legacy includes demonstrating how artist-driven audio brands could incorporate advanced wireless and health-tracking features.

Did You Know?

• SMS Audio was founded by rapper 50 Cent in 2011 and stands for 'Studio Mastered Sound'.
• The BioSport In-Ear earbuds, developed with Intel, have embedded biometric sensors that track heart rate without needing regular charges.
• In 2014, SMS Audio released a Star Wars themed set of headphones in partnership with Lucasfilm.