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Plugging songs at Starbucks - September 24, 2007

If Media Wonk Records were invited to participate in Starbucks' big iTunes giveaway promotion, we'd be pushing the kaffee klatscher to think beyond the Adult Contemporary playlist mentioned in most news reports about the deal.

Dylan, Dave Matthews, Joni Mitchell, Paul McCartney? All worthy artists, in tune with Starbucks' core demographic. But how about mixing in some new stuff?

The six-week, free-music promotion could be an ideal forum for introducing consumers to new music--something that used to be the life blood of the industry but which has been exceedingly difficult in the era of radio consolidation and rigid playlists. With no investment at stake, consumers are more likely to be open to tracks and artists they haven't heard before (as used to happen on the radio), and it could only help Starbucks to be seen as a place for discovering new music.

Here at Media Wonk Records, we know the days of living off a few platinum-selling artists are over, so any opportunity to break new acts or new music by established acts is worth seizing. If the long tail is going to have to wag the dog, then the longer the better.


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