To Starbucks, New Media is Old News
Companies and agencies around the world are in a panic over how to adapt to the new media wave. While many agencies are still clueless when it comes to new media, Starbucks has already taken new media to the next level.
Just when Starbucks seemed to have reached its creative plateau, it has emerged with a project that has the potential to grow the company even more. In an earlier blog, I commended Starbucks for their ‘creation’ of the ‘3rd Street’ medium. Now, this coffee shop has broken through all of the barriers that keep coffee shops - well - coffee shops.
Thanks to the new formation of the Starbucks record label, the brand will never be known as simply a coffee cafe ever again. Starbucks has always been known for its hip selection of music. For years they have offered a very selective collection of music to its customers. After seeing enough success within its stores, Starbucks has now launched its major record label - Hear Music.
What seems to be making even more news is the fact that none other than Paul McCartney has signed with the new label. Ken Lombard, president of Starbucks Entertainment, claims that the new label will be an excellent way to showcase great artists and expose them to both existing and new audiences.
The formation of this record label has so much built-up potential for the Starbucks brand. As Starbucks continues to grow it is doing much more than just creating new media. It is adding more and more dimensions to a lifestyle.
Hear Music and ‘3rd Street’ directly affect and influence the way people will live their lives. Everyone who buys in to any of these “Starbucks dimensions” is constantly encouraged to live the Starbucks lifestyle. It is a new branding phenomenon that we have never observed on a scale of this size. Starbucks isn’t trying to sell coffee and tea. Starbucks is converting people to a new way of life.
