Bose creates music content campaign to tap millennials

Rosie Baker
By Rosie Baker | 22 July 2014

Audio brand Bose is kicking off a content campaign to promote its latest headphones range by launching a creative development fund in an effort to nurture Australian music talent as the brand looks to influence not just the quality of the sound that comes through its speakers, but the music itself.

The Listen For Yourself program aims to promote the launch of the latest Bose SoundTrue headphones range. Bose has created a series of short online films featuring Australian musicians including Australian Idol star Guy Sebastian, DJ and producer Tigerlily, Sydney street artist Beastman, surfer/photographer Cloudy Rhodes, Sydney artist Jess Bush and graphic designer/blogger, Morgan Tait.

There is a $20,000 grant up for grabs to help a musician “develop their craft”. It also includes mentoring sessions with experts, funding for production, education and talent management. There is also a weekly $800 prize ahead of the $20,000 prize being awarded in September.

The social media outreach part of the campaign is being handled by OMD while Zeno PR is driving influencer outreach and video content. It is working with Buzzfeed and is integrating with Soundcloud so that people can enter using a hashtag on the music platform.

Bose Australia's director of marketing and Bose Direct, Max Sides, said: “Bose has been celebrating excellence since 1964 and with the Bose Creative Development Fund we’re aiming to reach our audience with interesting, shareable content by engaging them with unique stories told by those who excel in their chosen field. Each of the stories shows the individuality of each person, their passion to do something different and not simply follow the crowd, and the role that music plays in their journey.”

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