CES in Vegas was buzzing with innovation and mind-blowing technologies. But one company definitely made me scratch my head. You have my attention, Muzik. And its' not just me: They have Twitter's attention, too.
Source: Muzik
Muzik Convertible Headphones
Muzik makes "connected" headphones that allow users to control what music they're listening to using buttons on the headphones. Users can share what they're listening to with friends on social media. That takes listening to music from an isolating experience to a social experience.
Their open software-developer kit means developers will have the ability to build third-party applications that integrate into Muzik's system.
Taking an experience — in this case, music — from "I" to "we" is exactly what Twitter is about. And, Twitter management has said that users discussing artists and music drive the most engagement on their platform. So, it's no surprise that Twitter's first investment in the hardware business would be in Muzik.
Twitter has gambled on Muzik in the hopes of creating another hardware avenue of engagement that's not your phone, tablet or computer. Tweeting with your headphones and creating content while you're listening to music brings another layer to our experience.
Plus, they've taken a page out of the Beats playbook and aligned themselves strategically with some big name celebrities and powerful corporate brands — Twitter, Microsoft and the rapper Drake.
Getty Images
Drake performing
Twitter's investment in the company makes it an attractive private investment, at the right valuation. The valuation becomes tricky because this is a hardware company with integrated software upside.
Twitter shares may not get an immediate bump because of this unique hardware play, but I would buy Twitter around $15 to $16 and bet on activist activity to come in near that price range. Twitter's value as the go-to platform for communicating in the moment during trending events provides a valuation floor even in the face of haunting growth concerns.
I could see Muzik being acquired in the next couple years as they demonstrate market traction and growing sales. Likely suitors would be companies with the infrastructure suited to expand and monetize Muzik's integrated software platform — bigger corporates like a Microsoft or a Google that would embed apps expanding the headphones feature set — and more importantly taking on Apple and Beats.
Commentary by Jack Brewer, a former NFL safety who played for the Vikings, Giants, Eagles and Cardinals. He is also the founder and CEO of the Brewer Group. He has a master's degree in sports management from the University of Minnesota. He serves as an ambassador for peace and sport for the United States Federation of Middle East Peace at the United Nations. Follow him on Twitter @JackBrewerBSI.
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