Bose is stepping into the spotlight with its new campaign, Hear It All. All The Time, which debuted during the MTV Video Music Awards on September 11. The campaign highlights Bose’s Ultra Open Earbuds, with a focus on four global music artists—Tyla, Central Cee, Don Toliver, and LISA—offering an intimate look into their pre-show routines.
The short film, set to a track by producer Mustard, goes behind the scenes to capture how each artist prepares before stepping onto the stage. Tyla works with her longtime stylist, Central Cee enjoys a quiet moment with his trademark cup of tea, Don Toliver relaxes by playing video games, and LISA fine-tunes her choreography alongside her actual choreographer.
The campaign doesn’t just focus on the artists’ personalities—it also sheds light on the innovative design of Bose’s Ultra Open Earbuds, which allow listeners to immerse themselves in music without losing awareness of their surroundings. The earbuds’ cuff-like appearance and seamless integration with daily outfits are emphasized, presenting the product as both functional and fashionable.
While the spotlight is on Bose’s audio technology, the campaign also highlights the importance of authenticity. The choice to feature real-life routines, habits, and collaborators brings a grounded, relatable aspect to the project, reflecting Bose’s commitment to creativity and personalization in music experiences.
By pairing these artists with the new earbuds, Bose aims to show how music shapes not only their performances but their everyday lives. It’s a look into the world of artists who prioritize music innovation, now paired with an audio device that reflects those same values.