Beats was started by Interscope Records head Jimmy Iovine, and one of the biggest hip-hop producers of all time, Dr. Dre, out of a long-running frustration that producers and artists spend too many hours slaving away in the studio, for people to simply plug-in a pair terrible $5 earbuds that come with a smartphone.

As Beats has matured and gained credibility as the world best selling headphones, they decided to use the MTV VMAs to come out for the first time with the message that struck a blow against people who don’t give great music the respect it deserves.

During the show, audiences saw two spots in which cheap competitor headphones are melted with a flamethrower, and crushed in beautiful slow-mo with a sledgehammer.

Holding the alligator leather flamethrower is world female tennis #1, Serena Williams and Rapper 2Chainz swings the hammer to the premiere of his song "I Do It" which also launched his album B.O.A.T.S. 2: Me Time, in an exclusive partnership with Beats and driving the 2+million views that the spot received on YouTube.

All music was licensed.

2 Chainz "I Do It" from his new album B.O.A.T.S II #METIME