Bose launches media division with record label, movie studio, and podcast network amid skepticism
By
Terrence O'Brien
Summary
Bose is launching Bose Studios, a media venture encompassing a record label, movie studio, and podcast network, as part of a shift away from traditional campaign-driven marketing. The article argues that corporate media ventures historically fail, and despite Bose having more legitimacy than some past attempts (like Build-a-Bear), there's little reason to believe Bose will succeed where others have failed. The piece is skeptical of Bose's ambitions, framing the move as a likely failure.
Source
bskyBose launches media division with record label, movie studio, and podcast network amid skepticismtheverge.comKey quotes
· 3 pulledThe history books are littered with the corpses of corporate record labels started by companies that had no business being in the music industry.
Bose thinks it can be the exception to the rule. It thinks it can be Red Bull.
Bose CMO Jim Mollica said the company had created Bose Studios as part of a move away from traditional 'campaign-driven marketing.'
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