Bose launches Bose Studios and a record label to expand into media

Bose is pushing further into entertainment with the launch of an in-house content studio, Bose Studios, and a new label, Bose Records. The move is intended to shift the company away from campaign-driven marketing and toward producing podcasts, TV and film series, and other music-related content.

Bose's chief marketing officer, Jim Mollica, said the label won't try to go toe-to-toe with the "Big Three" but aims to help break underappreciated or new artists — and crucially avoid paying for music rights when tracks appear in Bose commercials. Mollica added Bose would not seek to own artists' masters, would not take a share of their record sales or streams, and that artists would remain free to sign with other labels.

Bose Studios plans to commission original TV series and films "attached to some legendary Hollywood names," and will produce a YouTube series, podcasts, and live music events; the company said some properties may generate their own ad revenue and it could even buy a music media company.

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