Aroma Israel is getting into the music market with a new trademark called "Aroma Music Bar" in which it plans to invest NIS 5 million. The coffee shop chain plans to sell exclusively Israeli artists' music albums, starting with Aviv Gefen, who will produce his next music album through the new brand.
The new trademark is based on the business model of American coffee chain Starbucks Coffee's, which Noam Berman, Aroma's vice president of marketing, said has reached a high level of popularity among Starbucks' clients with singers such as Sheryl Crow and Bob Dylan having produced their latest albums exclusively through the Starbucks's brand "Hear Music," which also has launched an independent radio station and concept stores.
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