McCARTNEY'S LIVING IN THE HEAR AND NOW

If you're starting a record label, signing a legend isn't such a bad idea.

Hear Music, a new label launched by the Starbucks coffee empire, announced last week that the first artist signed to its roster is none other than Paul McCartney.

"It's a new world now," McCartney said March 21 via satellite from London. "People are thinking of new ways to reach the people. For me, that's always been my aim."

The one-album deal allows McCartney to retain ownership of the master recording -- a big plus in the eyes of any musician. And McCartney's Hear Music CD, due in June, will be sold in Starbucks stores as well as music retailers.

The McCartney signing gives Hear Music instant recognition, but as for major success right off the bat -- well, that's not guaranteed. There's a reason why McCartney was a free agent to begin with: Sales of his recent Capitol studio CDs haven't been spectacular (i.e. a half-million or so in the United States).

Undoubtedly, Hear Music and McCartney are aware of those figures, and of slumping CD sales in general. But making Ray Charles' Genius Loves Company available in high-traffic Starbucks stores did wonders for that album, and as far as impulse-buy options go, a CD beats a scone any day of the week.