Bose x NME C23

Client: Bose

In 1986, NME released C86; a mail-order 22-track mixtape that defined indie-rock for a new generation and introduced seminal new artists like Primal Scream. The impact of C86 was immeasurable, and the mixtape is still revered today. Critically, its purpose continues to be at the heart of what NME has been doing for over 70 years; breaking what’s new, and what’s next.

In 2022, Bose approached NME with one objective: to make its mark in music by authentically connecting with the best emerging talent on earth. NME saw the synergies between Bose’s ambitions and a legendary NME IP…

C23: the iconic mixtape returns.

C23 is the definitive showcase of the future of music, bringing together the world’s most exciting new artists; tomorrow’s soon-to-be superstars on one exclusive mixtape in digital and physical form. In a true collaboration, NME and Bose created something unique and meaningful for music fans. C23 saw NME and Bose collaborate to compile 15 exclusive tracks from 15 new artists on the C23 mixtape. The campaign included the return of the iconic magazine to print with a C23 dedicated special edition, a limited edition cassette tape, a hand numbered vinyl pressing (distributed free at record stores across the world), a wealth of artist led online and social content, and C23 Live - an unforgettable live music experience at Austin’s SXSW. Crucial to C23 was NME and Bose stepping up to engage with emerging talent and their fan communities, and genuinely giving back to new music.