The Bose Effect: “win by association”

The Bose Effect: “win by association”

The Bose Effect: “win by association”

Here’s something that you won’t see on any official Bose website.​

Bose markets their name carefully and as a result “Bose” is a recognised brand.  They make home audio like sound bars, home theatre, noise cancelling headphones and earbuds, and back in the day they had that amazing sounding clock radio – among other things.

How does this help you?

Bose is recognised as a quality audio label. The Bose Effect.  You didn’t have to do anything, Bose did all the work for you already and you win just by association.

I was setting up at a wedding venue with an original Bose L1 Model 1 many years ago. One of the staff saw the unusual looking “stick” and came for a closer look.  Upon seeing the little brand badge, he said “Oh.  It’s Bose!  They always sound good.”…. and then after a little pause he added “You must be a good dj!”.  Their words not mine, and I’ll take it.  This was before I’d even put any music on!

Nick Logan – Auckland-based wedding + corporate event DJ

That quote sums it up.  Bose has already done the marketing so everyday non-audio folks know their brand is good and can be trusted, and it doesn’t matter if your audience knows anything about sound or not.

Would the average or majority of an audience at a wedding or corporate event recognise other pro audio labels such as Rane, EV, Yorkville, QSC, HK, or Mackie?  Even if they have heard of the brand, perhaps a more household name like JBL or Pioneer, only Bose has years of marketing history telling the world how amazing the brand sounds, how quiet the noise cancelling headphones are, how crisp and clear the home audio is, and so on.

If “beauty is in the eye of the beholder“, then the quality of the Bose home audio range really comes down the ear of the beholder.  Even if someone tried to argue that better-sounding PA systems exist other than the Bose L1, there are none with a brand name as broadly recognised as the Bose name.

Clothing and shoe labels, alcohol and beverage manufacturers, and even other electronic companies pay billions to associate their brands with celebrities and sports stars.  Rugby games improve because of the boots, nightlife is more fun because of the clothing, and even a teeny tiny hangover is worth it because the guy from that Hollywood or those rap videos drinks the same bottle. Similarly, The Bose Effect is real.  Bose has done the marketing, and Bose has the brand recognition.  Why not use that to your advantage?

And of course, it’s not just the brand.  The Bose Pro systems are lightweight, easy to transport and store, easy to set up and sound great.  And – guests assume you’re a better entertainer.  Isn’t that the goal?


Experience the unofficial Bose Effect with your official Bose Pro audio.  Call or email, tell me about your current setup up and see how we can help.

The Bose Effect win by association

Take a look at all of the Bose Professional audio options

Bose L1 Pro range

Bose S1 Pro


Bose F1 812 and Subwoofer

Upgraded Bose S1 Pro + Now Available

Bose S1 Pro +

Now available in New Zealand!

The incredibly popular battery-powered Bose S1 Pro has had a 2023 makeover.

Everything that made the original S1 Pro so famous just got even better!

This upgraded version of the highly acclaimed Bose S1 Pro brings an array of exciting features and improvements that make it an obvious choice for anyone after portable audio with quality sound and professional features.

Bose has a reputation for crafting high-quality products, and the S1 Pro+ is no exception. Built to withstand the rigours of the road, this rugged speaker is constructed using robust materials, ensuring its durability in various environments. Whether you’re on tour, travelling, or simply using it at home, the S1 Pro+ is designed to withstand the demands of active use.

Bose S1 Pro + in stock now

Stand-out features in the new Bose S1 Pro + include:

  1. NEW: 2 x wireless receivers built in.  Connect the XLR or jack (6.3mm jack) transmitters (sold separately) to your handheld microphone, guitar, or mixer output and connect with the S1 Pro + wirelessly.
  2. Up to 11 hours of battery life!
  3. Wireless Streaming: Embracing the convenience of modern technology, the S1 Pro+ features built-in Bluetooth connectivity. This allows you to effortlessly stream music wirelessly from your smartphone, tablet, or any other Bluetooth-enabled device. Say goodbye to tangled cables and enjoy the freedom of wireless audio streaming.
  4. Connectivity: The S1 Pro+ offers a wide range of connectivity options to cater to various needs. It features multiple channels, including two XLR/6.3mm combo jacks and a 3.5mm auxiliary input. This versatility enables you to connect microphones, instruments, and other audio sources simultaneously, making it an excellent choice for solo performers, small bands, DJs, and presenters.
  5. Bose Connect App Integration: With the Bose Connect app, managing and controlling your S1 Pro+ becomes effortless. You can adjust settings, fine-tune the sound, and even wirelessly link multiple units for a more extensive sound coverage. The app provides a user-friendly interface, putting powerful customisation and EQ options at your fingertips.
  6. Compact and Portable: True to the S1 Pro’s legacy, the S1 Pro+ retains its compact and lightweight design. It’s easy to carry around, making it ideal for musicians on the go. Whether you’re gigging at different venues, performing in small spaces, or taking your music outdoors, the S1 Pro+ ensures you have professional-grade sound at your disposal without compromising on portability.

The Bose S1 Pro+ brings several exciting improvements to an already impressive sound system. From enhanced performance and extended battery life to wireless streaming and versatile connectivity options, the S1 Pro+ is designed to cater to the needs of musicians and audio enthusiasts alike. Its compact size, durability, and integration with the Bose Connect app make it a highly attractive choice for those seeking a portable and professional sound solution. Upgrade to the Bose S1 Pro+ and experience a new level of audio excellence.

Bose S1 Pro + available in New Zealand now

Volume comparisons in Bose L1 Pro range

Volume comparisons in Bose L1 Pro range

Audio volume comparisons in Bose L1 Pro range

One of the most common questions asked about the latest Bose L1 Pro systems how loud is each one compared to the others.

It’s sort of logical that the L1 Pro32 is louder than the smaller L1 Pro16, which is louder than the smaller L1 Pro8.

But how much louder?  And what about that famous “throw” – how far does each L1 pro throw the sound?

Bose has kindly produced this graphic to show each model, measurable dB level over a distance (straight line).  One of the most important elements of the figures is the “intelligibility”, meaning can you actually hear WHAT is coming from the speaker at a distance, vs just hearing that it’s making noise, ANY noise.  In terms that mean anything to you at a wedding or in a venue, can you hear what the presenter is saying?  Can you recognise the song playing at a distance?

With intelligibility being what I would consider the most relevant measurement, you can see the Pro8 starts to be unrecognisable at approximately 10 to 12 metres, the Pro16 falls off somewhere close to 40 metres, and the Pro32 seems good at over 32 metres.

Bose L1 Pro volume comparison

(image source: Bose Portable PA forums)

It’s probably obvious to anyone familiar with the Bose L1 systems or have sued the older L1 Model 1 or 2 systems in the past.  But the L1 can seem overly complex to the uninitiated.

In short, the bigger the L1 Pro, the bigger the sound, the longer the throw, the higher the spl, and of course the higher the price.

The L1 Pro32 is a power house of sound capable of standing up against the F1 812 in that it has similar SPL, lower bass frequency, but longer throw than the F1 (hear it from further across a venue).  The smallest unit being the Pro8, which is portable, costs considerably less, yet has same effect as the bigger Pro16 or Pro32, just in much smaller rooms.

And of course if you go and add the Sub1 or Sub2 to either unit (or double up on the Pro32) then it changes things again.  Keep in mind that bass will drop off at approximately 1dB per metre, so harder to measure against the main audio from the array.

Got questions?  Want to test it out yourself at your own venue or regular, familiar event space?

If you’re in Auckland, contact me to arrange a demo of the Bose L1 Pro8, L1 Pro16 or Pro32.

Nick Logan | Rich Audio

Restaurants get hip to the importance of sound

Sound is key for restaurants and diners! “Studies have shown that different sounds and genres of music impact diners’ perception of food and drink, influencing everything from the crunch of potato chips to the flavor of wine.” Click below to read more from the Chicago Tribune …

What makes a restaurant more than a place to grab a meal, but a place you’ll really remember? For a growing number of dining establishments, it’s not just the food, the decor or the dashing wait staff. Increasingly, it’s the music.

At Bohemian House, a River North restaurant that serves European fare, customers dine while listening to a steady soundtrack of indie artists that have “a good beat” but don’t distract from conversation, said co-owner Dan Powell. “Don’t Move” by Phantogram, “We’ll Be Fine” by Lincoln Jesser and “Let’s Go Surfing” by The Drums are among the tunes on the Bohemian House playlist.

“We wanted to make sure that we created a space that not only looked beautiful but sounded beautiful,” said Powell, who added that the restaurant’s music selection has been a key part of the spot’s development since it opened in 2014.

Powell is one of a growing cadre of chefs and restaurant owners who are paying more attention to their establishments’ audial ambience, treating it as an extension of their brands.

Music has multiple purposes in a restaurant, notes Danny Turner, global senior vice president of programming and production at Mood Media, the main music provider for big U.S. retail and restaurant chains. It muffles kitchen or staff noise and drowns out the conversation of the customers sitting next to you. It fills those awkward pauses in the conversation. And it appeals to a customer’s emotions, leading to higher overall satisfaction.

Studies have shown that different sounds and genres of music impact diners’ perception of food and drink, influencing everything from the crunch of potato chips to the flavor of wine.

“I think the smartest restaurants recognize that every meal is a multisensory experience,” said Joel Beckerman, author of the book, “The Sonic Boom: How Sound Transforms the Way We Think, Feel, and Buy.” “But I think the vast majority don’t think enough about it.”

Sound “has a tremendous impact that most people aren’t even aware of,” said Beckerman, a composer of scores of iconic brand sounds for everything from IMAX theaters to the Super Bowl. “We respond emotionally to sound faster than any other sense, even touch.”

Good music can even boost revenue, said Ola Sars, CEO and co-founder of Soundtrack Your Brand, a Swedish Spotify-backed streaming service that launched in the U.S. this month and provides music to McDonald’s worldwide. If customers enjoy the music, they tend to stay longer, which leads to more eating and drinking — and higher checks.

But determining what music strikes a chord with a restaurant’s clientele is something that each establishment must determine.

At Big Star, a Mexican restaurant in Wicker Park, the music is country, rock and loud.

“Like really loud,” said Laurent Lebec, Big Star’s beverage director and the curator of its mix. “You’re just bashing to music.”

Lebec, a musician and former member of the band Pelican, calls being at Big Star, which exclusively plays records, “like being in a musical fishbowl.”

“Sound was always part of the design,” he said. “Everything is dialed up to be beautiful chaos. It’s raucous but welcoming and warm.”

Chris Haisma, a partner at Footman Hospitality, said the restaurant company “really dove into music” at its newest Chicago spots, The Betty and Sparrow.

They use curated playlists — one for day and the other for night — running on a MacBook and supplemented with records brought in by the staff, depending on the mood of the restaurant on a particular night.

The playlists are designed by Chicago-based Uncanned Music, a music curating company. Haisma said 40 percent of the songs on each playlist are swapped out every month.

Uncanned designs playlists for restaurants based on their unique design and feel.

“We think of it as artfully as we can — as equal to food and beverage,” said Scott McNiece, who started Uncanned Music after curating playlists as a side gig while working for famed restaurateur Brendan Sodikoff.

“I think the need is fairly innate — there’s not a single restaurant that hasn’t had to address it, even if they don’t think about it,” McNiece said.

“We pride ourselves at being pretty boutique and developing relationships,” he said. “We try to walk into every new job with a clean slate.”

Beyond selecting the unique playlist for a particular restaurant, Uncanned also adjusts the song mix often to keep it fresh, and adjusts the songs themselves so the volume is consistent — a key difference between new and old music.

“It’s kind of like working with a designer,” Footman Hospitality’s Haisma said. “I always say the host stand is the guest’s first and last impression. The music is the same way.”

Demand for the Bose F1 Systems doubles expectations

Demand outstrips supply of Bose F1 systems!

ShowPro has sold many of the new Bose F1 812 and F1 Subwoofer systems to customers around New Zealand, both directly and through the online shop site. Today (26th November 2015) Bose Australia advised us that they have sold twice as many F1 systems as they had projected, resulting in a backorder situation of the F1 Subwoofers. More stock is due in a couple of weeks, but anyone wanting to get their orders on the next batch would be well advised to get their order in to us through this site very soon, so we can earmark your systems in the next shipment. It’s not a bad problem for a product supplier to have, but it is frustrating for dealers and their customers.

As this post is written, there are 15 of the Bose F1 812 flexible array systems currently in New Zealand and ready for shipment remaining.

Bose F1 812 Flexible Array Loudspeaker and Bose F1 Subwoofer

Bose F1 812 Flexible Array Loudspeaker and Bose F1 Subwoofer