Bose thinks it can be a media company for some reason (opens original article in a new tab)

Bose is expanding into media with Bose Studios, including a record label, aiming to create a music library for commercials while also venturing into film, podcasts, and live events.

• Bose has launched Bose Studios, including a record label called Bose Records, to support underappreciated artists
• Bose aims to create a music library for use in its commercials without paying licensing fees
• Bose is expanding into multiple media areas including film, podcasts, and live events
• Bose's move into media is seen as unfocused and similar to past failed corporate media ventures