Bose thinks it could be a media company for some reason

History books contain the corpses of the companies that founded the companies they owned no business to be in the music industry. Bose thinks there may be an exception to the rule. Thinks it might be Red Bull. And, while Bose has more freedom to dip his toes into the media world than Tie-Bearthere is no reason to believe that it will succeed when so many others have failed.

In an interview with Business InsiderBose CMO Jim Mollica said the company created Bose Studios as part of a move away from traditional “campaign-driven marketing.” A big part of this will be Bose Records, a new label that the company created to “help break underappreciated or new artists.” The competition is not the big three – Sony, UMG, Warner – and the independent labels that have already been squeezed into the era of studio producers and to divide oneself.

Mollica was open about the real goal, however: building a library of music that Bose could display in its ads without paying for a license. He added that the company would not own the artists or share in the revenue from their promotions or sales, and that they would be free to sign with other labels. This feels really good on her face, which is good. But there is more we don’t know about new business.

Bose is best known for producing consumer audio equipment that attempts to light up the atmosphere. Most of them audiophiles will be quick to tell you that Bose’s medicine is expensive and, good, nothing Good. What the company does well is marketing. But selling mediocre Bluetooth speakers at high prices is very different from discovering talent and promoting artists. Mollica didn’t mention any A&R talent from other labels or any notable partnerships to boot. Although he said that “famous Hollywood names” were attached to the movies and TV shows commissioned by Bose Studios.

Which brings us to another issue: lack of interest. Just starting a pen is hard enough. Why does Bose – again, whose main expertise is making audio equipment – think they can start a movie studio, a podcast network, and an event production company? These are all things that Mollica said are in the works, according to Business Insider.

Sure, you could argue that Bose, as an audio company, has a better chance of breaking into the music industry than those who failed. But they showed celebrity endorsements, collaborations with major labels, or, more importantly, cultural hooks. Bose Studios just looks desperate and unfocused.