Bose Expands with the Launch of a Record Label

Photo Credit: Grammy-nominated Twitch streamer PlaqueBoyMax for Bose

Bose is branching out into other facets of the music industry with the launch of an in-house content studio, Bose Studios, and a new record label, Bose Records.

Audio equipment manufacturer Bose is expanding its music business horizons with the launch of Bose Studios, an in-house content studio, and a new record label, Bose Records. The aim is to help the company transition from campaign-driven marketing and to help break new or underappreciated artists.

According to Bose CMO Jim Mollica, the move isn’t designed to compete with the majors, but to help fill a niche in breaking talent—and to not have to pay for music rights when that talent features in Bose commercials. Mollica clarified that Bose isn’t looking to own these artists’ masters, nor would the company take a share of their record sales or streams. Artists would still also be free to sign with other labels.

“This isn’t product placement; this isn’t a long, 30-minute commercial,” said Mollica. “These things are truly about how we are taking this authentic love of music and elevating the content that’s out there today for true music fans to experience more.”

Bose is also commissioning original TV series and films “attached to some legendary Hollywood names.” The company also has a YouTube series in the works, as well as podcasts and live music events.

A lot of Bose’s prior marketing already focused on partnerships with musicians, like last year’s campaign with Blackpink’s Lisa and a collaboration with Grammy-nominated Twitch streamer and musician PlaqueBoyMax in February.

The news comes a little over a week after Bose announced the acquisition of StreamUnlimited Engineering, a Vienna-based provider of integrated solutions such as streaming software, hardware modules, and certifications. The company helps manufacturers efficiently bring connected audio and smart home products to market.

“As connected ecosystems scale and become more complex, how devices work together is a central driver of value,” said Nick Smith, President of Bose Audio Technology and Chief Strategy Officer. “StreamUnlimited has built a trusted position at the center of this coordination layer, where interactions between devices are defined and orchestrated. We’re excited to welcome their team to Bose as we bring our capabilities to more partners, products, and experiences.”