Bose is launching its own record label, but not in the traditional sense. Bose Studios is described as a "music-focused content platform" which will combine "original content, artist-led experiences, music TV and film projects, and partnerships designed to help fans discover new artists and connect more deeply with music."
But questions remain over exactly how it will work.
Bose CMO Jim Mollica told Business Insider that Bose Studios won't aim to compete with the big three record labels, and that it will help break under-appreciated or new artists. Bose won't take a cut of their sales or streams, and won't own the masters, but it will be able to use the music in its adverts.
Bose artists will also be free to sign with other labels.
Mollica promised its original TV and film projects have attracted "some legendary Hollywood names", though he stopped short of naming them. We're also promised a YouTube series, podcasts, and live music events.
It's all a way of giving people "a deeper connection to the music they love," Bose says. The fact it describes this as a shift for the brand as it "expands beyond traditional campaign marketing and invests more directly in music culture" suggests its core business of selling speakers and headphones won't be going anywhere.
Bose has previously formed relationships with artists through its marketing. Earlier this year, it collaborated with Grammy-nominated Twitch streamer PlaqueBoyMax, who created music on the hoof for a livestream during the NBA's All-Star weekend.
We've contacted Bose for more information. Bose will announce its first artist soon, which it says "will provide more context around the platform."
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