The music label, “Vegetable Record” has opened a coffee bean and beer specialty store in Motoasakusa. Their concept is that the store itself can be a format for introducing their music.

At this shop you can enjoy coffee from COZY COFFEE, a collaborating coffee specialty store and beer from Beer Cafe VERTERE, a collaborating beer specialty store. In the gallery space inside the shop exhibitions, pop-up shops and yoga lessons will be held periodically.

COZY COFFEE is a “home-roasting” coffee specialty store located in Eiheiji, Fukui Prefecture. Their concept of coffee can be explained as follows. “One cup of coffee should be freshly brewed. It should be enjoyed at different temperatures – a little lukewarm and at room temperature. Real coffee should taste good even if it is cold.”

Beer Cafe VERTERE is a local craft beer brewery located in Okutama. Their concept of beer is as follows. “Imagine who, where and how you will drink beer and create a beer-drinking experience of your very own.”

Vegetable Corporation is promoting a new concept of broadcasting music, one that does not depend on CD sales. They are offering such products as “Roasted Coffee Series” – coffee beans with music and “Craft Beer Bottle Series” – beer with music.

By printing music download barcodes on the coffee bean packaging and beer bottle tags they are aiming to introduce their music in this way.

Vegetable Record is offering a catchy and friendly format and sales method, to broaden people’s interest in music.  They don’t want to depend just on the music composition.

Just as the atmosphere of the venue changes the impression of a live performance, Vegetable Record’s concept is “each person should experience and enjoy music, coffee and beer with a free-spirit.” Accordingly, they do not make suggestions that this piece of music will match this coffee or that beer.

They are offering a new format for music using coffee and beer as the “encounter point.” By offering these “music attached” products they are trying to broaden the possibilities of music. They want to promote the idea that music can be enjoyed with all of your 5 senses.

Why not enjoy music in a new way, together with good coffee and good beer!