Intentional | Audio Identity Blog

Podcast: Slate music critic Jody Rosen and cultural editor Julia Turner explore the musical aesthetic of Starbucks.

It’s an interesting conversation if you spend any time in coffeeshops, and moreso if you consider the two-pronged role Starbucks plays as both a coffeeshop and cultural ambassador: the music you hear in the retail space is carefully calibrated to open you to influence; and the CDs for sale at the counter serve to reinforce your perception of the Starbucks brand as an acceptable tastemaker. The former sells coffee, and the latter sells culture. One is a profitable product, the other a profitable relationship. Smart.

Also of interest:

• The hosts suggest there aren’t any living black musicians on the Starbucks HearMusic label. Perhaps they overlooked worldy diva Angelique Kidjo. (Though one certainly ain’t much.)
• You won’t necessarily hear some of SHM’s own CDs actually playing in stores because, well, not all good music is helpful in a retail environment. Don’t want to scare anyone away.
• Which leads us to the indie aesthetic: just as independent musicians and labels will push artistic boundaries long before a major label usually does, independent coffeehouses are usually a bit more willing to actually play innovative, boundaries-pushing music before a Starbucks would.
• (Obvious followup: what is the sound of an independent coffeeshop, versus Monolith Coffeehaus, and how does that affect perception/reputation/brand? For another day…)