Musicians have a vested interest in protecting their ears, as does every other variety of individual with a passion for music. Sadly, the tendency for venues to blare music at dangerously high volumes puts everyone’s hearing at risk. Once someone incurs damage or tinnitus develops, there’s no going back.
The logical solution is to use earplugs, but doing so has traditionally been an unappealing prospect. They tend to be uncomfortable, make it difficult to hear music as properly intended, and just plain look unattractive. Maarten Bodewes became aware of these problems as a high school student growing up in Antwerp, Belgium. An ardent music fan, he was blessed to have Tomorrowland, the annual electronic festival that started in 2005, taking place nearby.
One year while attending college, he spent an evening out soaking up the nightlife. He’d been standing close to one of the speakers and, after he came home, experienced a shock. “I remember my ears hurting and wondering where that beeping sound was coming from,” he recalls. In search of a remedy, Bodewes began trying every earplug on the market, but each fell short in various ways.
The budding entrepreneur decided the situation didn’t have to be this way. Not only could earplugs be comfortable and effective, but they could also be cool. This notion sparked Loop, a fast-growing startup that’s doing for earplugs what Ray-Ban once did for sunglasses. Founded in 2016 with his business partner Dimitri O, to date they’ve sold over 20 million pairs.
As one might expect, traversing the road to success took considerable effort. The cofounders first needed to create a design that was equal parts sexy and functional, a task they tackled through 3D printing. After countless iterations, they finally came up with Loop’s iconic ring shape, which makes putting them in and taking them out a snap in comparison with disposable foam earplugs.
The outer ring also allows for a splash of creative flair. Customers can choose practically any color under the sun. In the early days, they used spray paint from their local Home Depot to see how various hues would look. Today, Loop creates snazzy patterns and styles through unique partnerships. The limited edition Swarovski x Loop Experience 2 contains 12 Swarovski crystals, turning earplugs into genuine jewelry. Other versions are only available at specific locations. “Coachella was an ideal collaborator,” says Bodewes, referencing the blue and orange edition sold exclusively at the famed gathering. Tomorrowland also offers its own one-of-a-kind Loop earplugs.
Since the concert experience was the catalyst for the company’s formation, its original name was Loop Nightlife. It wasn’t until 2020 when COVID shuttered live performances that their mission expanded. They began branching out by designing versions optimized for other goals, like increased focus and getting a good night’s sleep. Thus was born the Loop Dream, a potentially ideal option for traveling performers craving rest before a big show. It’s made out of soft silicone so, if the wearer sleeps on their side, it puts minimal pressure on the inside of the ear canal.
For those whose primary concern remains hearing protection during concerts, the Loop Experience 2 is a better alternative. It offers crisp, clear sound while reducing volumes by 17dB. Anyone desiring control over how much noise gets blocked should consider the Loop Switch 2, as it contains a three-tier switch for different levels of noise obstruction.
A potential drawback to Loop Earplugs is that they require maintenance. They must be cleaned and, unlike many other earplugs, these devices are forever, so the ear tips must be periodically changed. On the plus side, having swappable tips means it’s possible to experiment with different sizes to achieve maximum comfort. Additionally, handling these tasks is relatively simple. Loop’s website contains explicit instructions in both text and video.
While it’s possible that formal musicians’ earplugs are technically superior, this option comes with disadvantages. On top of the time needed to see an audiologist and have them created, they cost hundreds of dollars. Loop’s best-selling earplugs currently list between $24.95 and $59.95 on their website. And if you don’t like them for whatever reason, every purchase comes with a 100-day return policy.
Loop Earplugs used to be only available through their online storefront or Amazon. These days, they sit on shelves at physical retail outlets as well, including 640 Target locations across the United States. Although the company launched in Belgium, the team quickly realized America was hungry for their products. Loop is currently being sold in more than 150 countries, such as Canada, Australia, Japan, South Korea, and India. The biz achieved around $190 million in revenue throughout 2024.
Loop is always working on improving their offerings. “We keep trying to create better products,” emphasizes Bodewes. For instance, they’re striving to reduce the occlusion effect, the disturbing sensation of your own voice sounding either muffled or booming, as though your head is trapped in a barrel. As the situation stands, he’s noticed more and more concertgoers sporting the trendy devices. “Seeing people wearing our products,” smiles the Belgian, “gives me a lot of pride.”
