The Monster Audio Lamborghini Veneno is Las Vegas

A Monster Lamborghini would be a monster Lamborghini; and a monster Lamborghini, so the thinking goes, could yet still be enhanced by Monster audio equipment. If Lady Gaga drove the Monster Lamborghini Veneno, she'd be a Fame Monster in a Monster Lamborghini. If someone played the "Space Jam" soundtrack from the Monster Lamborghini's Monster speakers, it'd be Monstars from Monsters in a Monster Lamborghini. What if she was drinking a can of Monster? Fame Monster drinking Monster in a Monster Lamborghini listening to the Kiss album "Monster," to boot. Blood is coming out of our ears, if not anybody else's.

Monster Audio, a company better known for spearheading the Beats By Dre (unsuccessfully), somehow sold enough $120 HDMI cables to score itself one of nine Lamborghini Veneno Roadsters. At $3.9 million apiece, Monster would have had to sell 32,500 HDMI cables for the privilege. At CES, they flaunted it.

Lamborghini isn't a company known for its in-car entertainment. Driving the car is entertainment itself, so the thinking goes. Therefore, adding Monster components has to give the Veneno -- which in Las Vegas could pass for the name of an off-Strip nightclub located next to a Denny's -- some parity next to a 1988 Mazda 323 with pissing Calvin stickers across the rear windshield. (I once lived above a guy who had one, and witnessed him doing snowy donuts in the local private school parking lot. I was 12.)

"Pure Monster Sound," therefore, doesn't resonate from the Veneno's tailpipes but from the surround-sound speaker, which costs an additional $50,000 -- or 416 more cables -- to install, a task accomplished with the help of Lamborghini techs and Findlay Customs of Las Vegas. The shop took just six days to add a custom Android touchscreen to control the music. (Additionally, did you know that "Now That's What I Call Music" is up to No. 48?) "It's as close to live music as being on stage with the musicians," reads the Monster press release.

Further information was scarce. Since it was Las Vegas, a line gathered in front of the secretive, red-curtained, seemingly exclusive Monster booth, with gruff young men informing me in huffy tones that "sir, this line is for people who want to access the booth only."

Next to the Lamborghini was a poker game sponsored by the World Poker Tour, because the Venn diagram of those who watch the World Series of Poker also correlates with those who buy Lamborghini merchandise. And anyway, how do you think Lamborghini owners buy their cars?

Somebody might drive home in this Veneno. It may be Noel Lee, who at the core still runs a family business. It might be Kevin, who at his age will undoubtedly have friends to impress. It may not be Dr. Dre. But the Monster Veneno is a monster, indeed -- and just the thing to make a lot of noise with if the Las Vegas clich

By Blake Z. Rong