Bose believes it can be a media company for a reason

The history books are filled with the corpses of record companies started by companies that did just that No work Being in the music industry. Bose believes it could be the exception to the rule. You think it could be Red Bull. Although Bose has the right to enter the media world more than that Build a bearthere is little reason to believe that he can succeed where so many others have failed.

In an interview with Business insiderJim Mollica, Bose’s chief marketing officer, said the company created Bose Studios as part of a move away from “traditional campaign-driven marketing.” One big component of that will be Bose Records, a new label formed by the company to “help break new or underappreciated artists.” The competition is not the Big Three — Sony, UMG, and Warner — but rather independent brands that are already being squeezed in the age of bedroom producers and… Self distribution.

However, Mollica was transparent about the real goal: building a music library that Bose could feature in its commercials without having to pay licensing royalties. He said the company would not own artists’ masters or take a cut of their streaming revenue or sales, and that they would be free to sign with other labels. On the face of it, this seems very artist-friendly, which is great. But there is still a lot we don’t know about the new business venture.

Bose is primarily known for making consumer audio gear that’s trying to make it on the air. most Music lovers will be Quick to tell you That Bose products are Overrated and, at best, merely Okay. What is undeniable is that the company is great at marketing. But modest Bluetooth speakers sell for inflated prices Very different From discovering talent and encouraging artists. Mollica didn’t mention poaching A&R talent from other labels or any celebrity partnerships to launch. Although he did mention that some “legendary Hollywood names” were attached to films and TV series commissioned by Bose Studios.

Which brings us to another issue: lack of focus. Just launching a record label is hard enough. Why did Bose — again, whose core expertise is in making audio devices — think it could also launch a movie studio, a podcast network, and a live event production company? These are all things Mollica said are in the works, according to Business insider.

Sure, you could argue that Bose, as an audio company, has more right to delve into the music industry than these failed ventures. But they included celebrity endorsements, partnerships with larger brands, or at least, some specific cultural connections. Bose Studios seems desperate and unfocused.