Universal Studios and Beats by Dre partnered to promote the release of STRAIGHT OUTTA COMPTON. In celebration of the film, Beats by Dre produced limited edition headphones with the logo of the film. The partnership also included the “Straight Outta Somewhere” campaign, which built on the film’s theme of where you come from shapes who you are today. The campaign was executed with a digital and TV ad, as well as an online meme generator. Users were encouraged to upload their own photo and fill in the blank after “Straight Outta” to celebrate where they come from and then share their customized image to Facebook, Twitter or Instagram.