Akeelah and the Bee is the inspirational story, co-presented by Lionsgate Films, 2929 Entertainment and Starbucks Entertainment, of a precocious eleven-year-old girl with a gift for spelling. Despite objections from her mother, Akeelah enters various spelling contests, for which she is tutored by the forthright Dr. Larabee (Laurence Fishburne) and the proud residents of her neighborhood. Akeelah’s aptitude wins her a spot in the national spelling bee, and her determination instills all those who help her with a sense of neighborhood pride as they witness the courage and inspiration of one amazing little girl.

Did you catch that? This new movie is co-produced by, of all companies, Starbucks. While this might come as a quirky fact to many of you, it doesn’t surprise me in the least.

As I sit here at my desk typing this, the radio in my office is tuned to the satilite station XM 75: Hear Music. The mood in my office is always rich and smooth, just like a certain hot beverage. The soothing voice of the on-air personality wispers, “The sound of Starbucks” as the latest David Grey tune gently begins and I feel like I’m right there at the coffee shop- sans the sounds of coffee grinders and foaming milk, of course. Then, when I hear a new artist or a great new song, I can just pick it up at the register the next time I’m ordering a tall White Chocolate Mocha.

The bottom line for Starbucks is that it is first and foremost selling coffee but they are more interested in selling a lifestyle of laid back, hipster cool. And guess what? It works. It works because it seems to be a natural occurance. Starbucks isn’t trying hard to force you into buying their coffee and then thrusting the lifestyle on you. It happens almost organically.

You walk in to buy a cup of joe. The atmosphere is warm and inviting. The cashier asks for your name and scribbles it on to your cup. While you wait for your Carmel Machiatto you peruse the CDs, mugs, coasters, and brewing machines. You walk out with your drink, a tumbler with “Starry Night”, and that ultra-cool Sam Cooke compilation. You climb into your SUV and flip the channel to 75. Tracy Chapman sings to you as you travel to work where you can buy a cold frapachino from the vending machine near your cubicle. That night you head out to go see the latest flick with your favorite actor, Larry “Cowboy Curtis” Fishburn. On the way home you pop that Sam Cooke compilation in the dash and smile. What a day.

Starbucks not only sells Coffee but Music, Movies, and Mood. Starbucks is branded as a lifestyle more than a beverage. And that got me thinking…

Part 2: Salvation and Lifestyle Are Not Mutually Exclusive