In recent months, Bose has caused quite a stir on several occasions. The controversial shutdown of the SoundTouch platform—which we reported on —was most recently followed by the acquisition of the streaming specialist StreamUnlimited. Now, the next strategic move is on the horizon: The audio manufacturer apparently wants to become a player in the media and music industries itself.
As reported by the business magazine Business Insider, Bose is launching its own content division, “Bose Studios,” with the aim of expanding its reach significantly beyond what it has been so far. In addition to its own music label, “Bose Records,” the company also plans to produce podcasts, YouTube content, live events, and film and television productions.
What’s noteworthy is the new label’s approach. According to Business Insider, artists will be allowed to retain their master rights. Bose also reportedly does not intend to take a cut of streaming revenue or music sales. Instead, the company apparently views Bose Records as a platform for promoting artists and building its brand.
Audio alone is a thing of the past
The report on the plans surrounding Bose Studios certainly didn’t come out of nowhere. Just a few days ago, the company announced the acquisition of the Austrian streaming specialist StreamUnlimited. According to Bose, the company aims to establish its audio technologies more firmly as a platform business and to expand its presence across a broader range of connected products and ecosystems in the future. Combined with the development of its own media and music offerings, this signals a strategic realignment that extends far beyond the traditional hardware business.
Bose Chief Marketing Officer Jim Mollica told Business Insider that the company wants to become more deeply integrated into music culture in the future, rather than simply selling audio products. With this approach, Bose is pursuing a strategy more reminiscent of media and lifestyle brands than that of a traditional hi-fi manufacturer.
However, there has been no official press release regarding Bose Studios or Bose Records so far. The information currently comes exclusively from the interview with Business Insider.
One thing is certain, however: Following the controversial decision to discontinue SoundTouch and the recently announced acquisition of streaming specialist StreamUnlimited, Bose is consistently continuing its transformation. The long-established audio manufacturer appears to be increasingly positioning itself as a company that not only builds devices for music lovers but is also becoming an integral part of the music and media industry itself.
