Starbucks isn’t the only coffeehouse getting into digital music.
Just recently, Scottish chain Beanscene opened a digital music store, powered by London-based 7digital. The store, accessible at the freshly-relaunched beanscene.com, offers a catalog of approximately one million tracks. The songs can be downloaded online or on a mobile device via SMS, options that allow easy accessibility from multiple locations, including Beanscene locations. The launch is designed to fit into a larger music presence by Beanscene, one that includes an in-store radio station, in-store performances, and a distribution deal with eMusic. According to Gordon Richardson, founder of the chain, the download store launch is part of a larger initiative to cultivate an inviting, in-store environment. “The launch of our download store, together with our new website, marks the realization of our original aim to bring together all aspects of the Beanscene vibe to create a place where anyone can come to spend some time with friends and family,” Richardson explained.
That sounds very similar to the ultra-successful Starbucks model, which also aims to create an important hangout for consumers. Starbucks has been selling CDs in its locations for years, though it recently announced the formation of its own record label. That strategy is mirrored by Beanscene, whose Luna Records is distributed exclusively on the internet and through its coffeehouses. And like Starbucks, Beanscene is aiming to create an in-store soundtrack that plays into consumer sweet spots. Its homegrown station, which skews AAA (Adult Album Alternative), features artists like Damien Rice, Creedence Clearwater Revival, The Strokes, Norah Jones, The Black Keys, Moby, and Jackson Browne, according to the Beanscene website. “At the end of the day Beanscene is a state of mind, somewhere to kick back, relax and take life in on its most simple and enjoyable level; the simple concept of coffee, music and conversation – for all the family,” Richardson said.