Starbucks seems like it has been all over the news recently, particularly due to Howard Schultz's internal memo of a few weeks ago regarding the company's efforts to regain its mystique and magic after 15 years of frenetic growth. At this week's annual shareholder's meeting, Schultz discussed Starbuck's latest move: the signing of Paul McCartney to its Hear Music label. Starbucks has been selling music for years and, more recently, having lesser-known artists represented on its label. But the signing of Paul McCartney is a very different and significant event. McCartney is a legend, of course. Even as he enters his mid-60s, he continues to write, record, and tour and appears not to have aged much since the Beatles heyday. Although other artists sell more records than McCartney these days, he is still a huge money maker for any company, not to mention a true music icon. Is Starbucks' signing a good thing for both? Time will tell. Is Starbucks departing from its core brand? That is hard to answer as well. Had they not been involved in music the past several years, then this announcement would be a surprise. But Starbucks has crafted an image around more than coffee and music fits in nicely with it. This is certainly fun to watch as two venerable brands reshape themselves.