The Monster press conference at CES was filled with all of the things we’ve become accustomed to from the headphone and audio company, including celebrity appearances and new product unveils. But one aspect of the typically amusing showcase was noticeably absent: founder and CEO Noel Lee and his gold Segway.

Perhaps Lee’s absence – although he did address the crowd via video feed – was one reason the often entertaining Monster show felt a bit redundant.

Despite unveiling several new and updated products, Monster repeated several of its offerings from last year, namely its celebrity appearances by Shaq and self-proclaimed “entrepretainer” Nick Cannon.

Cannon, who has his own line of Monster headphones, once again came onstage to announce a Monster-produced television show with the working titled,  Make It Monster.

While it sounds as if the show is still in development, the idea is to take creation and creativity and bring it to the small screen. The crux of the show will be about looking for new a entrepreuner/entertainer hybrid like Cannon.

The biggest product announcement from Monster came with another appearance by Shaquille O’Neal, who was shilling a new floating speaker this year after hyping the company’s credit-card-sized PowerCard portable charging device last year.

Shaq’s appearance was highlighted by a cheeky prerecorded product spot that saw the super-sized spokesman showing off the waterproof and floating capabilities of the company’s latest speaker innovation.

In the words of Monster director of product  development, Vern Smith, the SuperStar Backfloat Speaker aims to revolutionize pool parties with its ability to float while still producing quality musical sound.

“We’re unlocking a whole new arena, this is the first audio file speaker that can float on it’s back,” Smith said.

The company also announced what it calls the world’s thinnest in-ear bluetooth headphones with iSport.

Monster officials say the new product shows the importance of headphones in athletic training, as not just an accessory but as equipment detrimental to performance.

The new product, iSport SuperSlim, allows the suer to wear helmets, goggles and other athletic wear while still enjoying their tunes.

The headphones come with sweat-proof material and five hours of battery life.

Among other announcements at Monster’s CES press conference were the expansions of partnerships with Adidas and UFC, which included the unveiling of a new brand ambassador, Ronda Rousey, UFC women’s Bantamweight champion fighter.

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