(read this 3-part series)
That’s right, Starbucks to the rescue. Well, at least that’s what a Beatle is thinking as he looks to the Starbuck super-hero to save the day. Paul McCartney released his new album last week (June 5) through an arrangement with Starbucks. Yes, the coffeehouse Starbucks.
Releasing projects through non-traditional retail outlets is growing in popularity among artists experiencing difficulty gaining the exposure they desire. Last month Merle Haggard released his new CD exclusively through Cracker Barrel. Exclusive Cracker Barrel releases have also come from Charlie Daniels, Alison Krauss, and others.
Starbucks, in partnership with Concord Records, is marketing McCartney’s album “Memory Almost Full” through music retail shops and, importantly, through the many thousands of Starbucks playing cuts from the album in its coffee shops. On the day of release the plan was to play the album repeatedly. (I presume they did but then I don’t patronize Starbucks. I have no issue with them, just don’t like the coffee.)
McCartney also released his first video from the album… on YouTube.
So what’s this alteration of the music distribution model have to do with illegal downloading, the subject I began this series with? Nothing, unless you consider impulse CD purchases at Starbucks to be a serious contender to the problem. No, McCartney and others have a taller beast to slay than illegal downloading of their new projects. It’s the closed door of radio, which of course is the best way to make the public aware that a new album is even available in the first place, illegal or otherwise. Yet, McCartney has found a way to be heard by thousands upon thousands with the CD available for purchase within a few steps of the listener sipping his favorite cup of joe.
As Sir Paul put it when announcing his Starbucks deal, “it’s a new world.”
(read this 3-part series)
