Jay-Z’s no stranger to investing in tech. The business magnate is now backing French audio tech brand, Devialet, which recently launched wireless earbuds, Gemini.

According to CNBC, the product is a direct rival to the Apple AirPods. At $299, Gemini carries a more premium price tag, but the features are worth it. The earbuds tout noise cancellation, patented technology that adjusts to movements from the wearer, eight hours of battery life, and wireless charging.

“Two years ago, we were struggling to decide which product we would want to launch next,” Devialet CEO Franck Lebouchard said in an interview. “The reason why we made that decision on true wireless was really around offering a great sound experience to many people, not only audiophiles.”


The audio engineering company is known for its speakers, which have caught the attention of not only Jay-Z but also  LVMH’s billionaire CEO Bernard Arnault, who has also invested in Devialet, and the likes of Tesla CEO Elon Musk. Though Devialet is new to the earbuds space, they’ve invested in the Chinese market to keep up with the competition.

The Gemini earbuds will ship on Nov. 25 in the U.S., U.K., France, Germany, and China.