Starbucks Loves the Sound of Coffee in the Morning

Howard Schultz, Inc. has made some interesting business decisions recently. The latest, as we obliquely mentioned yesterday: Signing former Beatle and Heather Mills survivor Paul McCartney to a record deal, the first from Starbucks' new Hear Music label. Actually, it’s not interesting, and that’s the problem.

The formation of a music label by a massively successful company with global tentacles was intriguing. Would Hear reach out to unknowns—American or otherwise—who could use the kick-start of exposure? Would it partner with true indie labels to support up-and-coming bands? No—the world’s most successful recording artist offered a far more rewarding opportunity.

McCartney cites the label’s "commitment and passion and love of music" as a reason for the marriage. A Hear exec notes that the alliance gives McCartney "unique opportunities to reach existing fans, as well as a new audience of listeners." Yeah. All those middle-aged, latte-loving, Top 40-listening folks who’ve never heard of him.

The Chicago Tribune reports, without intended irony:

McCartney had expressed dissatisfaction with the way his recent albums have been promoted, and he was frustrated by the lack of commercial radio airplay for his music. At a time when CD sales are in the midst of a seven-year decline, Capitol/EMI [McCartney’s label since the 60s] ranked last in sales among the big four multinational corporations that dominate the $12 billion-a-year music business.

Cha-ching! McCartney’s album is slated for release in June. Hear Music plans to sell 11 albums from freshly signed artists before 2009. We’re betting on more big names—and another bean price bump—before then, too. Someone’s got to pay for all the marketing.