McCartney is 1st to sign with Starbucks label
Paul McCartney was introduced Wednesday as the first artist signed to Starbucks Corp.'s new record label.
The former Beatle made an appearance via a video feed from London at the company's annual meeting.
The world's largest specialty coffee retailer announced earlier this month that it was partnering with Concord Music Group to launch the Los Angeles-based Hear Music label.
The McCartney announcement is another big step for Seattle-based Starbucks' attempts to spin part of its consumer appeal into the entertainment business. The coffeehouse chain already has produced and sold some albums, markets books, and helped develop a feature-length movie.
Hear Music has been used as a brand on other releases developed for sale in Starbucks stores. The coffee giant also has a branded page on Apple Inc.'s iTunes digital music store, and a handful of hybrid music-and-coffee stores that allow customers to burn tracks to CDs.
I have to wonder if there is any method to the Starbucks madness. I mean, what is the approach of this "label." What sort of demographic are they pursuing? Will it be glorified "muzak" for ageing baby boomers? This may be a little harsh on McCartney whose last album Chaos and Creation in the Backyard was actually pretty damn good. The truth remains, however, that very few people actually bought the CD. I simply doubt that baby boomers are a viable music buying demographic for building a label around.
Rock and Roll. Sipping a latte. Do they really go together?
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