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 owns an innovative media portfolio. Active in all Telekom markets, EB produces its own festival series and live events all across Europe, creating memorable music and lifestyle experiences while serving as a platform for innovative Telekom products and services.