On Sunday, February 23, Beck's new album Morning Phase was streamed for a first in-store listen in Coffee Bean locations across Southern California. It's a remarkable album and a distinctive marketing approach. Michael Smith, the CEO of the Playlist Generation branding firm involved in this project, took the time to talk about it in this interview:
W.E. How did this collaboration come about?
M.S. The Playlist Generation provides curated music programming for all company-owned locations of The Coffee Bean & Tea Leaf. When Filter Creative Group (the music marketing firm behind Beck’s new album Morning Phase) approached us, we knew this was a natural synergy and a perfect place to offer an advanced listening to a core demographic. It’s a fun way to bring fans / customers the unique opportunity to hear the album all while combing love of coffee and music.
W.E. What are the implications for the future of the music world, and what are the advantages for musicians?
M.S. As we all know, the music industry has been evolving at a fast pace, and will continue to do so as music delivery and fan access shifts. Artists are seeking compelling ways to meaningfully connect with their fans. This campaign is a great example of bringing fresh music directly to an everyday consumer touch point.
W.E. What is the biggest advantage for music fans?
M.S. This type of partnership offers fans an advanced listening opportunity of revolutionary artist Beck's Morning Phase while maintaining their lazy Sunday routine of sipping coffee and catching up with friends.