Paul McCartney recently inked a record deal with Starbucks-owned "Hear Music."
In light of the branding frameworks we learned in class, I wonder if this development sets a precedent for the Starbucks brand. How far will the Starbucks identity be stretched before it ceases to have the "Starbucks flavor?"
I also wonder if Starbucks will be able to weave a consistent thread amongst its various efforts. After all, coffee and the Beatles generate extremely different meaning maps.
http://www.cnn.com/2007/SHOWBIZ/Music/03/21/starbucks.mccartney.ap/index.html
SEATTLE, Washington (AP) -- 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.
Concord, which controls several other labels, helped Starbucks sell the Grammy-winning "Genius Loves Company," an album of Ray Charles duets.
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I think that Starbucks will be ok as long as it sticks with classic rock. The Beatles are held in such high regard that it will n ot hurt their brand. However, if they start getting into Pop (Britney Spears) their in for some serious brand erosion.
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