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Follow Your (Coconut) Bliss

Is it selling out if your sponsors are organic, free-trade, and vegan?

Jaya Lakshmi and Ananda

When Van Morrison said, “Music is spiritual. The music business is not,” he was pointing to the conflict reflected in the very term “music industry.” It’s a schism that presents every spiritually oriented musician with a real conundrum: how to survive in a business that Hunter S. Thompson called “a cruel and shallow money trench.”Sounds True recording artists Jaya Lakshmi and Ananda ( are rising to that challenge with grace and ingenuity. By partnering with high-integrity, all-natural food companies that are sponsoring their tours, the two vocalists and multi-instrumentalists in this Oregon-based kirtan team have found a way to support themselves while promoting the health of body, mind, and spirit.Before and after Jaya Lakshmi and Ananda’s shows, concertgoers can browse display tables where various products from the tour’s sponsors are being sampled and sold: nondairy coconut-milk ice cream from Luna & Larry’s Coconut Bliss, superfood-enhanced nut butters from JEM Raw Organics, spicy potables from Blue Lotus Chai, and an assortment of edibles from Medicinal Foods—cacao elix …

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