A new Billboard analysis of why there’s still been no announcement of Apple’s reported purchase of Beats headphone maker and music streaming service suggests that Beats co-founder Dr. Dre may have slowed or even halted the nuptials with a video in which he boasted of becoming hip-hop’s first billionaire after news of a proposed $3.2 billion sale leaked on May 8.

“Apparently, the Apple family near imploded with outrage when that video went up on Facebook of an ‘excited’ Dr. Dre with R&B singer/former Coca Cola pin-up Tyrese [Gibson],” Yinka Adegoke writes from New York. “In the video they share, in language perhaps unsuitable for a family blog, how Dre will be hip-hop’s first billionaire and other nice things about Compton.”

Gibson claims that Dre, who is seen behind him for much of the shoot, “is drunk off of Heinekens” in the video.

“This is not the kind of thing Apple is used to,” Adegoke writes.


Other factors include the early leak of news of the deal, which also doesn’t fit with Apple’s close-to-the-vest way of doing business, and that Apple may be taking extra time to work out details because “This is the biggest deal they’ve ever done, and it’s CEO Tim Cook’s first really big deal,” according to a Billboard source.

Dre, a.k.a. Andre Young, founded Beats Electronics with Interscope Records CEO Jimmy Iovine in 2006.