There’s something to be said for knowing your target audience, and audio manufacturer Sennheiser seems to have a pretty good grasp on its customers. During Sennheiser’s keynote address at IFA 2014, company CEOs Andreas and Daniel Sennheiser discussed the Urbanites, explaining that they were designed with a young audience in mind.

Daniel Sennheiser has one of the most familiar names in the world of audio. His family has been in the industry since the middle of the last century, and five years ago, his turn came to take over. Well discuss Sennheisers consumer division and how the company distinguishes itself in the always-competitive world of headphones.