Bose thinks it can be a media company for some reason

Bose CMO Jim Mollica says the company has created Bose Studios as part of a move away from campaign-based marketing. The effort includes Bose Records, a new music label that aims to make Bose more of a media brand than just an audio hardware company.

The move reflects a broader push by consumer brands to build cultural relevance through owned content rather than conventional advertising. But corporate music labels have a poor track record, and Bose will need more than brand recognition to compete in artist development and entertainment media.