Bose teases Normani’s forthcoming track, Candy Paint, in ad celebrating artist’s craft

The minute-long spot champions the spirit and drive behind the artist’s work. It opens with a scene of Normani practicing dramatic choreography – sporting Bose earbuds, of course. In an audio overlay, she narrates her approach to her work. “People sometimes confuse my commitment to the craft with perfectionism. I don’t strive for perfection – personally, I strive to be the most authentic version of myself … I strive to create work that moves my spirit…”

Then, the energy ramps up and viewers get a peek into Normani’s high-energy creative process – which she says can keep her “up for days straight” when she’s writing, choreographing or planning video shoots. The visuals and energy of the ad pay homage to the artist’s roots in dance and the influence that music has in her life. Then, the spot culminates in a brief teaser for her soon-to-be-released track ‘Candy Paint.’

“As I evolve in this next chapter of my career, so has the sound I’ve curated,” the artist said in a statement. “Every small element has an impact on how fans will hear my music – from the instrumentation, the tones and the lyrics.”

She went on to explain that her partnership with Bose is a natural fit, as the brand “understands the power these intricacies have on the music listening experience…”

The team at Bose, too, believes the collaboration just makes sense. “At Bose, we’re a community of music lovers, and we partner with artists to help showcase the power of sound during the moments in their career that matter the most,” said Jack Daley vice-president of global media and partnerships at Bose. “Like her music, Normani is a force in the industry – we’re excited to premiere this track with her and for what our relationship will hold in the year ahead.”

The brand, in a press release, said it plans to “support [Normani] in bringing the power of sound to life for her fans” as she prepares to release new music. The promise is part of Bose’s larger commitment to supporting artists and culture-shapers and connecting with fans.

Other partners include singer and songwriter Charlie Puth, Miami Heat point guard Tyler Herro and Minnesota Vikings wide receiver Justin Jefferson.

Bose is increasingly focused on positioning itself not only as a device manufacturer, but also as a content and entertainment publisher. Its chief marketer Jim Mollica told The Drum last year that the brand has an “obligation to bring those passionate experiences and solutions to these fans out there in the world…”

The new campaign rolls out today across Bose’s social channels.

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