Since 2000, Deutsche Telekom has set the standard for international music & lifestyle content marketing with Electronic Beats. Initially formed purely as music marketing, the program now embraces the evident and strong connection between music and other lifestyle areas such as design, tech, fashion and art. EB’s persistent creativity and style-leading content embodies the youthful avant-garde lifestyle and feel of digital natives and urban early adopters between (core) 18 and 34 years.