Starbucks debuts its own original content series, “Upstanders,” featuring video and podcasts

today, Starbucks is changing into a media company. the company this morning debuted its first-ever original content material collection referred to as “Upstanders” which targets to encourage americans with tales of compassion, citizenship and civility at a time when our nation might use a reminder of our core values. The series features podcasts, written word, and video, and can be distributed via the Starbucks cellular app, on-line, and through the firm’s in-store digital network.

There are 10 episodes within the collection, which was once written and produced by way of Starbucks Chairman and CEO Howard Schultz along with Rajiv Chandrasekaran, Starbucks government producer and a former senior editor of “The Washington put up.”

the corporate’s plans to delve into media have been previously reported, when Chandrasekaran left the newspaper in an effort to kind a new production company in Seattle, where Starbucks is headquartered. Starbucks didn’t put money into the company, however backs make a selection projects tackling social considerations.

“We’ve requested ourselves what’s the function and duty of a public company and, as citizens, how we can catalyze hope in a time when we need more optimism, empathy, compassion and leadership,” mentioned Schultz, in a commentary concerning the new sequence. “The upstanders featured on this series are inspiring people whose actions are emblematic of the American spirit and what’s lacking from so much of these days’s national communicate. we have always been storytellers at heart, and more of those tales wish to be heard. we are using our scale to share them as broadly as imaginable.”

Starbucks is not any stranger to offering its shoppers an array of digital content, in fact.

the corporate partnered with streaming music service Spotify final year, allowing buyers to persuade the music performed in-retailer, in addition to store these songs to your personal Spotify playlists. It also teamed with Google to power its in-store Wi-Fi and digital network, which options content material from plenty of companions. And the Starbucks brand has historically promoted movies, books and song inside its retailers for many years.

on the other hand, it’s still bizarre to see a retailer like this bounce into authentic content material – one who entails producing its personal media and growing an audience for that media. The sequence, in the end, isn’t a coffee ad. It’s a collection of stories that Starbucks says are steadily “left out by way of traditional news companies.”

“when we turn on the information or scroll through our social media feeds, we’re inundated with stories of discord and dysfunction,” explains Chandrasekaran. “however there may be extra to the us than that. In cities and towns across the usa, there are people who find themselves courageously, selflessly, collaboratively, and thoughtfully developing sure change.”

Starbucks, at the least, already has the approach to distribute this new content to viewers.

With nearly everyone who visits a Starbucks retailer jumping on the free Wi-Fi, it has a captive target market it could possibly market to via its digital network; and its cellular app is today incessantly launched for cell funds at level-of-sale, card management, loyalty rewards, and cellular ordering.

Starbucks may also be selling the new series all through the month by means of website hosting native town corridor situations in make a choice markets, together with Memphis, TN, Dallas, TX, Deerfield, FL and Washington D.C. Led by way of Chandrasekaran, the occasions will invite both local electorate and civic companies to sign up for, and will focal point on how we can do extra to create positive change in our communities.

As for the collection itself, “Upstanders” comprises ten tales that contact on themes like homelessness, meals waste, the position of police, autism, wounded warriors, poverty, hostility in opposition to Muslims, and more. every week, an audio version of each story may even be made available for download through the Upstanders website, in addition to on iTunes the place they’re printed as podcasts. These audio variations feature Schultz and Chandrasekaran discussing the present episode and sharing their own personal reflections.

The website online additionally includes a social campaign, powered with the aid of Fotition, which encourages guests to appoint others of their community making an impression. TurboVote, is featured on the web page, too, to help guests get registered to vote in under 5 minutes.

the whole Upstanders episode record is below:

The Mosque throughout the road: When an Islamic middle purchased a plot of land reverse a church in Memphis, Tennessee, the local Muslim community anticipated hostility. Pastor Steve Stone had something else in mind.

Breaking the jail Pipeline: Susan Burton, who spent years in prison, is decided to keep other female ex-convicts from returning to jail by means of giving them a spot to reside that’s free of drugs, alcohol and abusive relationships. She has helped hundreds of them begin new lives.

houses for everybody: faced with a growing homeless population, Utah changed the way in which it gives safe haven to these on the streets.  underneath Lloyd Pendleton’s leadership, the state has decreased its persistent homeless population through ninety one %.

Scholarships for every student: In 1st Earl Baldwin of Bewdley, Michigan, college wasn’t in the cards for most excessive-school graduates — unless residents did something remarkable: They banded collectively and raised sufficient cash to provide each student with a scholarship.

the kids Who Killed an Incinerator: Seventeen-12 months-old future Watford’s resolution to face up for her neighborhood and oppose the construction of an incinerator led to an unbelievable collection of occasions that will stun her neighbors and everybody related with the mission.

The starvation Hack: In the us, 40 p.c of the food supply is wasted. college pupil Maria Rose Belding created an internet resolution that saves tens of thousands of pounds of food each and every yr.

The Empathetic Police Academy: Susan Rahr is reworking the way law enforcement officials are trained in Washington State. instead of preparing them to wage a battle on crime, she needs them to change into guardians of the community.

using the whole Spectrum: John D’Eri set out to discover a job for his autistic son, Andrew. His experience led him to open a car wash where 85 percent of the employees are on the autism spectrum — and business is booming.

A Warrior’s exercise: Former pro football player David Vobora gave up a lucrative career in personal training to work with wounded warriors. His workout routines have introduced them new potential and concept.

constructing properties. building Lives: After spending his teenage years inside and out of reformatory, Robert Clark grew to become his lifestyles around. Now he’s dedicated himself to helping the at-risk early life of Newark do the identical, by means of prime them in building properties for terrible households.