14 DAY TRIAL // It is no secret that Apple and Starbucks are in bed together. If the WiFi deal, or the strong tie-ins the iTunes store has to Starbucks playlists were not a clear indication, the recently announced deal for a John Lennon video collection sure is.
The 'John Lennon Video Album' is a digital collection of John Lennon music videos, which is scheduled for release next month through Apple's service. Featuring 21 videos, including: 'Imagine', 'Working Class Hero' and 'Give Peace A Chance', many of which have never before been released in a digital format, the collection will ship on the 4th of December. Beside the content, what makes the 'John Lennon Video Album' special is the way in which it will be sold. Apple, EMI and Starbucks will be offering the collection in the for of an iTunes Digital Release Card, which will be available at Starbucks locations across the US. These collectible cards are distinguished with a silver-toned photo of Lennon.
This is not the first time that Apple and Starbucks have partnered in such a way, with albums from KT Tunstall and Eddie Vedder being offered in a similar manner. What does make this special is the fact that this partnership is focused on video rather than audio. Much like in the case of iTunes Plus, EMI is one again showing that it is the only major label willing to accept that the old model is not cutting it anymore, and embracing new methods of offering content to customers. Such experimental new methods of offering content stand a far better chance of capturing the attention of the public than more DRM and 'variable pricing,' simply because they bring together the best of both retail and digital distribution. While it is a bit early to speculate that iTunes Digital Release Card are the new CD, it is likely that we will see more such partnerships in the future.