Advertising Age rounded up its list of “America’s Hottest Brands” this week. Close to 40 brands were listed, including Verizon’s Droid, late night talk show host Conan O’Brien, and the NBA’s Miami Heat.

Dr. Dre’s “Beats by Dr. Dre” headphones made the list for its trend towards ubiquity and unconventional marketing. “We aren’t buying a lot of ads,” said Jimmy Iovine, who helped the brand build partnerships with Hewlett Packard, Apple, and Best Buy. “We market it our way. We’re from the music business where you never get a lot of money to market.”

Iovine also said the idea for the headphones came during a conversation he had with Dr. Dre. “Fuck sneakers, let’s sell speakers,” he’d told Dre. “Nobody gives a shit what kind of sneakers you wear.” The headphones now go for anywhere between $99 and $450, and are edging out Apple’s trademark earbuds.

Diddy’s vodka beverage, Ciroc made the list as well. The French drink gained popularity when importer Diageo teamed up with Diddy who helped to market the product to an African American demographic.

“In the African American community, [Diddy] has a lot of influence,” said Megan Metcalf of Wine & Spirits Daily. “He did a good job of reaching out to them, and from there it sounds like they had more Anglos in other markets jumping on board.”

Ciroc has been marketed as the “Official Vodka of New Year’s Eve.” “I’ve branded myself as the king of celebration, and that’s what this alliance is all about,” said Diddy.