TV Comedian behind (now closed) Dumb Starbucks

After taking the internet by storm over the weekend, the man behind Dumb Starbucks stepped forward at 4pm (PST) to make an announcement.

Over the past couple of days people lining up to queue for their free dumb cup of coffee had discussed the potential names that were potentially responsible for this parody coffee shop and rumours were awash across social media outlets. Some said it was the work of Banksy, others said it must be linked to Dan Harmon and Rain Wilson who were some of the first celebrities on scene and a few said it was surely the brainchild of the Canadian comic Nathan Fielder who initialises similar publicity stunts for his show Comedy Central show Nathan For You. The question everybody was asking was ‘who is it going to be?’

Wearing a blue shirt, black tie and a green apron that was adorned with the mock logo, Nathan Fielder was revealed as the one who was behind the parody coffee shop.

‘There have been lines around the block, and very few small businesses get that from the start,’ he said to a crowd of patrons and reporters.

At the same time the Dumb Starbucks twitter account tweeted a link to a YouTube link that, at the time of writing, remains unlisted from general public searches. In his pre-recoded video he states that ‘by adding the word dumb we are legally allowed to use the converted Starbucks name and logo because we have fulfilled the minimum requirements to be considered a parody under U.S law.’

Moments later, the Los Angeles County Department of Public Health shut down the premises in an act of impeccable timing that leads people to wonder if there was some level of collusion between television host and the local authorities.

Known for his metacomedy Fielder remained straight-laced throughout his video as he stated his intentions: ‘Many of you probably know me as a comedian but…this is a business I plan to get rich from’ he deadpanned, before awkwardly waving to the camera in a gesture that alluded to it being an elaborate, mocking prank.

But still the jury remains out as nobody appears to be fully aware of what the bigger picture is. During his conference, Fielder mentioned that there was a similar store soon to be opening in Brooklyn, New York.

Since its opening in Los Feliz, California, the store has been battling hour long queues as such has the demand been. The coffee may not have been great, reviews suggested it was mediocre at best, but patrons did not seem to mind as the allure of parody and the chance to get what is sure to be a collector’s item Dumb Starbucks cup turned out too tempting to ignore. But the whole principle for those who have been analysing the move has been much more interesting than just a (quite expensive) publicity stunt; it has been a social commentary on the entire coffee culture.

Before the coffee shop opened its doors it has been reported that a number of production crews visited the location several times to film, according to permits that were taken out with Film LA. The paperwork was traced back to Abso Lutely Productions who have produced Fielders show

‘I would say that I think Dumb Starbucks is pretty smart,” said Brian Morrison. “What we’re all in line for isn’t coffee. It’s a commentary, and the cup. I’m excited to save the cup. There’s absolutely artistic value here.’

The shop was operating and using the Starbucks name and trademarked logo because, so the FAQ argued, its use fell under the jurisdiction of parody law and they were therefore safe from any legal challenges. They specified quite explicitly that in their minds the premises were classified as an art gallery and that the coffee produced was the art itself.

Fielder’s latest show, Nathan For You features the Canadian playing an off-kilter version of himself who attempts to use his commerce degree he obtained from the University of British Columbia in order to help out struggling businesses by offering them unusual marketing strategies that no consultant would dare to dream up.

Previous stunts for his television show have included him ‘revitalizing’ a yoghurt shop by getting them to offer a very strange flavour, offering heavily discounted gas to those who claim a rebate by travelling up a mountain and by combining blind dates and product placement.

‘Come in and get a free coffee on me,’ Fielder ended his video.

Well, people could, if it was still open. But what happens next is the next mystery surrounding Dumb Starbucks

picture credit:  Mark McCune