Starbucks Upstanders: Coffee Giant Enters Media, Produces, Debuts Original Web Series [VIDEO]
Starbucks might already be a coffee giant, but it is yet to dip its toes on one particular industry -- the media. That all changed on Wednesday, as Starbucks officially debuted it very first original web miniseries, Upstanders.
Upstanders is a series of videos that touch on numerous aspects of American life. According to the coffee giant, the aim of the web series is not to promote the company; rather, it is a way to promote compassion, citizenship and civility at a time when tensions run high in the country.
A Different Kind of Web Series
Upstanders are the brainchild of Starbucks Chairman and CEO Howard Schultz and Rajiv Chandrasekaran, a Starbucks executive producer and a former senior editor at the Washington Post.
"We've asked ourselves what is the role and responsibility of a public company and, as citizens, how we can catalyze hope in a time when we need more optimism, empathy, compassion and leadership," the Starbucks CEO said.
"The upstanders featured in this series are inspiring individuals whose actions are emblematic of the American spirit and what is missing from so much of today's national dialogue. We have always been storytellers at heart, and more of these stories need to be heard. We are using our scale to share them as broadly as possible."
A Captive Audience
While delving into original content production might be a pretty bold move for the coffee company, the web series, which is being broadcast through the Starbucks App, actually has millions of captive audiences. Considering that the web series is also promoted through the company's in-house Wi-Fi, the reach of Upstanders is notably vast.
As for the former Washington Post senior editor, Chandrasekaran stated that Upstanders serves a very big purpose since it shows aspects of American life that are not commonly covered by the media.
"When we turn on the news or scroll through our social media feeds, we are inundated with stories of discord and dysfunction, but there is more to America than that. In cities and towns across the country, there are people who are courageously, selflessly, collaboratively, and thoughtfully creating positive change," Chandrasekaran said.
Upstanders are now available for viewing through the official Starbucks app.
