The history books are littered with the corpses of corporate record labels started by companies that had no business being in the music industry. Bose thinks it can be the exception to the rule. It thinks it can be Red Bull. And, while Bose has more of a right to dip its toes into the media world than Build-a-Bear, there’s little reason to believe it can succeed where so many others have failed.

In an interview with Business Insider, Bose CMO Jim Mollica said the company had created Bose Studios as part of a move away from traditional “campaign-driven marketing.” A big element of that is going to be Bose Records, a new label the company has formed to “help break underappreciated or new artists.” The competition isn’t the big three — Sony, UMG, Warner — it’s independent labels already being squeezed in an era of bedroom producers and self-distribution.

Mollica was transparent about the real goal, though: build a library of music that Bose could feature in its commercials without having to pay the licensing rights for. He said that the company wouldn’t own the artists’ masters or take a share of their streaming or sales revenue, and that they’d be free to sign with other labels. That sounds extremely artist-friendly on its face, which is great. But there’s still a lot we don’t know about the new business venture.

Bose is primarily known for making consumer-grade audio gear that tries to put on airs. Most audiophiles will be quick to tell you that Bose products are overpriced and, at best, merely okay. What the company is undeniably great at is marketing. But selling mediocre Bluetooth speakers at inflated prices is very different from discovering talent and promoting artists. Mollica didn’t mention poaching A&R talent from other labels or any splashy celebrity partnerships to launch. Though he did mention that some “legendary Hollywood names” were attached to films and TV series being commissioned by Bose Studios.

Which brings us to another issue: a lack of focus. Simply launching a record label is hard enough. Why does Bose — again, whose primary experience is in manufacturing audio hardware — think that it can also launch a movie studio, a podcast network, and a live event production company? These are all things that Mollica said are in the works, according to Business Insider.

Sure, you could argue that Bose, as an audio company, has more of a right to dive into the music industry than those failed ventures. But they featured celebrity endorsements, partnerships with bigger labels, or, at the very least, some specific cultural hook. Bose Studios just seems desperate and unfocused.