Bose Launches Record Label and Content Studio

Bose is best known for manufacturing audio equipment, but it has eyes on a bigger piece of the music business pie. Case in point: the launch of its new content studio and record label.

What’s happening:

• As per Business Insider, to facilitate a shift from campaign-driven marketing the American company has created Bose Studios, an in-house content studio.

• It is also launching a new record label, Bose Records.

• The label is not designed to compete with the majors, but to break underappreciated or new artists.

• Crucially, it will also enable Bose to feature its artists’ music in commercials without incurring traditional music licensing costs.

• Speaking with Business Insider, CEO Jim Mollica said the label wouldn’t look to own artists’ masters, nor would it take a share of their record sales or streams. They would also be free to sign with other labels.

• The company is reportedly also planning a YouTube series, podcasts, and live music events, in addition to commissioning original TV series and films.

Why now:

• The moves are an attempt to combat rising ad prices that, due to audience fragmentation, deliver less cut through.

• In addition, social media algorithms and AI search are disrupting traditional routes to brand discovery.

• Bose believes the solution is to embed itself in the music ecosystem through artist partnerships and original content.

What they said:

• Jim Mollica (to Business Insider): “Our category, music, has a bunch of rituals baked into it. If we have the opportunity, not to sell products, but become part of that ritual, then ultimately Bose is not an audio-equipment business anymore. We're about deepening people's relationship with music.”