Following appearances at MTV’s Video Music Awards (VMAs) on Wednesday night, buzzing musical artists Lisa (from Blackpink), Tyla, Central Cee and Don Toliver star in a new Bose campaign from agency Partners in Crime Creative. 

The four artists, beloved by Gen Z and known for their edgy sounds, take fans inside their greenrooms in a 30-second spot that offers a glimpse into their pre-show rituals. Each artist is usually listening to music with their Bose Ultra Open Earbuds. While doing so, other rituals come into play—a hot cup of tea for Central Cee, dance rehearsals for Lisa, a bit of video gaming for Don Toliver. 

Still, the headphones allow them to hear the world around them, so they never miss a beat. 

Also read: Bose’s ‘Turn the Dial’ seeks more opportunities for women producers in music

In addition to airing during the VMAs, the campaign will continue to run online. 

The campaign comes as Bose boasts the proprietary OpenAudio technology, presenting users with options for listening to audio—“Still” mode for when the listener is staying in place, sitting or lying down in a fixed position, and “Motion” mode, which allows the audio to move with the listener so that it’s “always out in front of you.”

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