Beam me up
: XM Satellite Radio has made two very smart branding/programming moves lately: First, Bob Edwards a show after he was dissed by NPR and now adding a Starbucks music channel.
XM Satellite Radio Inc. and Starbucks Coffee Co. announced plans for an exclusive multiyear marketing alliance which will add the Starbucks “Hear Music” channel to the satellite provider’s lineup beginning Oct. 1. The Seattle-based coffee retailer, which already programs and sells music to its customers through its Hear Music subsidiary, will pipe the new XM channel through its more than 4,000 stores nationwide beginning next year.
So Starbucks provides programming and branding blush and promotion to XM and XM helps make Starbucks into more and more of a music brand.