Motorhead frontman Lemmy Kilmister today unveiled Motorheadphones, a new line of branded headphones designed for rock fans and musicians, at the Consumer Electronics Show in Las Vegas, Billboard reports.
“People say we’ve never sold out,” joked Lemmy during the launch. “No one ever approached us.”
The headphones were specifically designed to bring out midrange sounds unlike other high-end headphones like Beats, which place an emphasis on bass. Brand manager Andres Nicklassen – who initially approached Motorhead about the headphones with CEO Ulf Sandberg – said that too much bass takes the soul out of rock. Or, as Lemmy put it, “It’s like you’re listening through a towel.”