Bose have launched an in-house record label.

One key differentiator is the launch of a new record label, Bose Records. Bose CMO Jim Mollica said in an interview that the plan isn’t to go toe-to-toe with the “Big Three” label conglomerates, but rather to help break underappreciated or new artists and — crucially — not have to pay for music rights when they feature in Bose commercials. (Mollica said Bose wouldn’t look to own the artists’ masters, the company wouldn’t take a share of their record sales or streams, and that they would be free to sign with other labels.)