Rejected by both Harvey Norman and JB Hi-Fi, SMS Audio, the maker of headphones helmed by rapper Curtis “50 Cent” Jackson appears to have gone broke.
Investigations by TWICE Magazine reveal that the headphones manufacturer appears to have shut up shop and has suspended their website they have also failed to post any information to Facebook or Twitter since April.
Previously two Australian distributors have attempted to market the SMS audio brand in Australia.
Although its phone number is operating, it is not connecting to any departments nor accepting voicemail observers Twice said.
50 Cent filed for bankruptcy in July 2015. A spokesperson told TWICE magazine said “SMS Audio is a stand-alone entity, and this news does not affect the company.”
Prior to SMS Audio, 50 Cent was also part owner of Sleek Audio, which he now reportedly owes more than $17 million after its partnership soured. He acquired KoNo Enterprises in 2011 from Brian Nohe, who went on to become SMS Audio’s CEO.
Jake Nohe, formerly operations director, lists on his LinkedIn profile that he left the company in April.
Although SMS was one of a number of headphones companies with a high-profile name attached in what was deemed to be an attempt to mimic the success seen by Beats Electronics —see also Soul Electronics and its now-absent Ludacris line — SMS seemed to paving its own way with a series of high-profile partnerships and licensing deals.
In addition to its partnership with 50 Cent, SMS Audio also worked with Intel to develop the first biometric earphones, and the brand had licensing deals with Disney, Lucasfilm and Adidas.
