Behind the Beats: Crafting the Sound for Bose’s 'Music Calls' Campaign

When IMAGINE was tasked with creating the soundtrack for Bose’s 'Music Calls' campaign, it knew one thing: the music couldn’t just be good - it had to be amazing. This wasn’t just about delivering a catchy tune to fill a commercial - this was about creating a piece of music so compelling that listeners couldn’t help but Shazam it mid-ad. Working with visionary director Jeff Vallee, IMAGINE ventured into the world of psychedelic funk and soul, reimagining Rastafari’s 1973 classic track Funky City for a new audience.

A Music-Centric Vision

From the outset, Bose’s objective was clear: this wasn’t just about selling speakers; it was about creating an audio experience that resonated deeply with audiences. Bose wanted a track that transported listeners into the spirit of adventure, blending the familiar vibes of the past with the dynamic energy of today’s musical landscape.

The track needed to embody a timeless vibe whilst remaining contemporary - groovy, upbeat, and authentic. The challenge was to modernise Funky City without losing its heart: a signature blend of psychedelic funk and soul, grounded in the sound that made Rastafari a known name in British music during the late ’70s and early ’80s. 

Re-Imagining Rastafari’s Funky City

Rastafari’s Funky City is a soulful gem from The Satril Years, a period defined by the band’s success in crafting infectious records at London’s Satril Studios. The mission was clear: remix the track to feel fresh and relevant for a modern audience while staying true to its essence. To guide the creative process, IMAGINE drew inspiration from high-profile remixes like Diplo’s work - tracks that successfully blend nostalgic and contemporary sounds without leaning too heavily on electronic or club-style production.

The Director’s Perspective: When Music Takes Centre Stage

Director Jeff Vallee's intention about the project was evident, saying, “My absolute favourite projects are the ones where the star of the show is music itself. There’s something truly magical about how music doesn’t just fit into a lifestyle shoot; it amplifies.” This philosophy drove every creative decision for the 'Music Calls' campaign. For IMAGINE, music wasn’t merely a backdrop - it was the heart of the story. The remix of Funky City wasn’t just designed to complement the visuals; it was crafted to elevate the entire narrative, proving how the perfect song can transform a commercial into an immersive musical experience that resonates long after the final frame.

Jeff Vallee’s Direction: A Groove for the Ages

Collaborating with Jeff Vallee and the team at Bose meant setting the bar high. Vallee’s vision centred around creating a track that felt like a road trip in musical form - inviting, adventurous, and undeniably catchy. After several live remote studio sessions with the Bose creatives, IMAGINE landed on a direction that perfectly balanced a modern production with the soulful groove of the original track.

The first demo showcased a punchy remix with a cool breakbeat, drawing inspiration from tracks like Pilooski’s remix of Beggin and Ooh Wee by Mark Ronson. The result was fresh yet timeless, with a classy rhythm that honoured the spirit of Funky City. Punchy drums, dubbed-out delays, and infectious vocal samples combined to create a track that felt both familiar and new.

Avoiding the Pitfalls: What the Remix Isn’t

The Bose team was clear about what the remix shouldn’t be: overly electronic, disco-heavy, or reminiscent of 2010s dubstep. Instead, the focus was on authenticity. The production had to feel organic, rooted in the soulful rhythms of the past while incorporating modern elements. The remix aimed to strike a perfect balance between head-bopping beats and an inviting, adventure-ready vibe.

The Result: A Track That Calls to You

IMAGINE’s remix of Funky City is a testament to the power of collaboration and creative vision. By tastefully sampling the original track and elegantly structuring the music to fit the campaign’s narrative, the team created a piece of music that feels like a journey in itself. It’s authentic, modern, and undeniably funky - an instant classic that aligns with Bose’s ethos of high-quality sound experiences.

Why It Matters

This project isn’t just a one-off campaign for Bose; it continues the trend of reimagining classic tracks for new audiences. By breathing new life into Funky City, the Bose team honours the legacy of Rastafari while introducing their music to a whole new generation of listeners. The result is a track that doesn’t just sell speakers - it inspires adventure, curiosity, and a deep appreciation for the power of music.

Whether you’re on a road trip or simply enjoying the ad at home, IMAGINE’s remix of Funky City is guaranteed to make you tap your feet, bob your head, and maybe even hit that Shazam button. It’s not just music for a commercial - it’s a groove you’ll want to take with you.