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FILE - In this Jan. 11, 2014 photo, Serena Williams of the United States speaks during a news conference ahead of the Australian Open tennis championship in Melbourne, Australia. Beats by Dre, the headphone company held two events Friday, Jan. 31, 2014. Williams along with other celebrities Anthony Mackie, Jerry Stackhouse, and Jermaine Dupri attended a performance by British singer Estelle.
NEW YORK—One Super Bowl party wasn't enough for Beats by Dre.

The headphone company held two events Friday with completely different vibes.

The night began at the intimate Graff Diamonds jewelry store, where Serena Williams, Anthony Mackie, Jerry Stackhouse, Jermaine Dupri and others grooved to a performance by British singer Estelle. They also admired custom-made white headphones encrusted with 1,400 diamonds worth an estimated $1 million. It stayed safely behind a glass case during the party.

Hours later, a more raucous crowd packed the club Marquee, where LeBron James, Colin Kaepernick (KAP'-ur-nihk), and Victor Cruz were among the revelers. Rick Ross performed his hits for the crowd, and then Kendrick Lamar—who performed earlier at ESPN's party—got on the mic for a bonus performance.