How SPIN and Bose Are Amplifying Music’s Greatest Moments with Storytelling
Jordan P. Kelley, Content Director, Brand Storytelling
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In an era where consumers seek authentic connections with the brands they choose, Bose x SPIN Decades of Sound stands as a blueprint for collaboration that bridges product storytelling with cultural resonance. The partnership, born from an organic conversation in 2023, saw SPIN and Bose align around a shared vision: celebrating the power of sound through the voices of legendary artists. SPIN’s editorial lens provides a platform to explore the intersection of music, nostalgia, and technology, all while showcasing Bose’s high-quality products in a manner that emphasizes the importance of how artists find their voice and how they want that voice to be heard.
This year, the campaign evolved to spotlight Bose’s 60th anniversary, featuring a diverse lineup of artists—each reflecting on pivotal decades of music history—delivered through a social-first strategy. By creating content that connects artists’ personal stories to Bose’s “Sound is Power” platform, SPIN and Bose succeed in generating emotional affinity and reinforcing the role of exceptional sound in preserving music’s most impactful moments.
BrandStorytelling caught up with Jimmy Hutcheson (CEO, SPIN) and Danny Klein (Directive Creator, SPIN) to learn more about the origin, making, and future of Decades of Sound:
What was the impetus for the collaboration? Who approached who?
Jimmy Hutcheson: The driving force behind the Bose x SPIN Decades of Sound collaboration stemmed organically from a conversation we had with Bose last year in 2023. The brand was looking to align with legendary artists who could personally speak to the power of sound and music, and how those stories could be told through the editorial lens of SPIN. We also wanted to feature the Bose products in an authentic, lifestyle-oriented way.
What was discussed as the messaging goal at the intersection of Bose and SPIN? What plan was put in place to achieve that goal?
Danny Klein: The messaging goal for 2024 was to use Bose’s 60th anniversary and its associated heritage to create a deep connection to Bose’s “Sound is Power” platform. In order to achieve that goal, our artist vignettes focused on highlighting what they felt were some of the most impactful moments in music and pop culture over the past 5-6 decades, while showcasing some of the Bose 60th Anniversary products.
The media created for Decades of Sound has evolved with each iteration - How did year one differ from year two?
DK: The 2023 Bose x SPIN Decades of Sound campaign featured three legendary artists/bands (Cypress Hill, Method Man and Ghostface Killah from Wu-Tang Clan, and Blur), each celebrating the 30 year anniversary of a seminal album from 1993. We told the story of how the power of sound propelled these artists through the years, preserving them as some today’s most successful artists. We edited each episode into 3-5 minute segments for a YouTube-geared deeper dive, then cut those down into shorter edits for additional social applications.
In 2024, for the second chapter of Bose x SPIN Decades of Sound, we featured a collection of six artists, spanning a broad range of ages, experiences and genres. Each of our artists (Killer Mike, Ben Gibbard (Death Cab for Cutie & Postal Service), Griff, Jakob Nowell (Sublime), The Last Dinner Party, and H.R. (Bad Brains)) chose a decade which they felt was the most impactful on the music landscape. We also celebrated Bose’s 60-year anniversary, while giving a nod to the nostalgia and influence of music and Bose technology over the past 6 decades. This year, we created a more social-first campaign, with the main edits as Instagram Reels, at or under :60 each.
What was the discussion around product integration like? What was the result?
DK: From our experience, Bose likes to make sure that product integration doesn’t get in the way of the storytelling, energy or message. To that end, integration is present, but relatively light in the overall composition.
The great thing about Bose products is that they’re very high quality, comfortable to wear, the sound is incredible, and they look great. Those attributes help to create a bond between the artist and the product, resulting in a true embrace of the product, which feels more natural when shooting. This brings an overall feel of authenticity to the campaign, which is something both Bose and SPIN value very highly.
Incredible artists appear in both years of this project - how did you connect with these artists? What value did you place on capturing commentary from such a diverse group of artists?
DK: Yes, we really love the range of artists we’ve been able to work with thus far on Decades of Sound. With SPIN, there is an inherent sense of trust and integrity when it comes to editorial and storytelling. Artists know that we’re not out for ‘gotcha’ moments. We’re looking for insights into their craft, their mission and their arc. That equity that SPIN brings to the table tends to disarm artists, so they can be themselves, and at times perhaps be more vulnerable than they might be in other scenarios.
For other media and publishing companies looking to collaborate with brands, what advice would you impart on creating great projects such as this one?
DK: At the core, publishing companies looking to collaborate with brands should first identify what their unique offering is. What is it about their ethos, voice and/or energy that can bring something fresh and valuable to the brand? From there, once aligned with the right brand, ideation around what a campaign could look like just flows!
Will we get a Bose x Spin Decades of Sound 2025?
JH: We’re in talks with Bose on several fronts and do anticipate another installment of Decades of Sound for 2025!
Click here to check out Decades of Sound on SPIN.
About Jimmy Hutcheson:
Jimmy Hutcheson is the CEO of Next Management Partners, a media and tech investment firm in LA. He is also the CEO of SPIN (formerly known as SPIN Magazine), the iconic music media company that celebrated its 35th anniversary. SPIN was acquired from Billboard in 2020.
Hutcheson is an entrepreneur, advisor, and co-founder in several tech and media ventures in the marketing technology, advertising technology, e-commerce and digital media industries. He is a YPO member.
About Danny Klein:
SPIN Creative Director, Danny Klein, has helped lead the legendary brand into a new era of elevated content, experience and editorial. Working closely with the world's most notable recording artists, record labels, and the entertainment ecosystem at large, he's helped transform the way SPIN’s readers experience music and the pop culture that surrounds it. Danny has creative directed and directed SPIN brand partnerships with the likes of Bose, US ARMY, Stand Together Music and many more; helmed the relaunch of SPIN’s brand platform; and has assisted in the development of SPINTV, SPIN Studios, SPIN Records (Greater Than / Virgin Music Group) and multiple other SPIN properties.
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