Bose thinks it can be a media company for some reason

Bose is venturing into the music industry with its new label, Bose Records, despite a history of corporate record labels failing. This move is part of a shift away from traditional marketing. It's unclear if Bose can succeed where others have failed. The company is trying to position itself as a media company like Red Bull. Engineers should be aware of this development in case it affects future collaborations or partnerships.