Bose Launches Record Label and Media Studio: New Strategy or Another Failed Venture?
Audio equipment maker Bose announced Bose Studios, including a record label, film studio, podcast network, and live event production. The goal is to reduce licensing costs for ads and support emerging artists.
Bose, known for its consumer audio gear, is venturing into media and entertainment. In an interview with Business Insider, Bose CMO Jim Mollica revealed the creation of Bose Studios as part of a shift away from traditional campaign-driven marketing.
A key component is Bose Records, a label aimed at "helping break underappreciated or new artists." Mollica clarified that the competition is not the major labels like Sony, UMG, or Warner, but independent labels struggling in an era of bedroom producers and self-distribution.
The transparent goal: build a music library for use in Bose commercials without paying licensing fees. Bose will not own artists' masters or take a share of streaming or sales revenue, and artists remain free to sign with other labels.
Beyond the record label, Bose Studios plans to launch a film studio, a podcast network, and a live event production company. Mollica mentioned that "legendary Hollywood names" are attached to film and TV series projects.
History is littered with failed corporate record labels from companies like Starbucks (Hear Music), Scion (Scion A/V), W Hotels (W Records), Mountain Dew (Green Label Records), and Procter & Gamble (TAG Records). While Bose, as an audio company, has more justification to enter the music industry than most, there is little reason to believe it will succeed where others failed.
Bose is undeniably skilled at marketing, but selling mediocre Bluetooth speakers at inflated prices is different from discovering talent. There is no mention of hiring A&R experts or securing celebrity partnerships. The venture appears unfocused and desperate to critics.
