Apple has chosen Burberry as the first global brand to get a dedicated channel on Apple Music.
The channel will live in Apple Music’s ‘Curators’ section. It will feature both emerging and established British acts and a section programmed by Burberry creative head Christopher Bailey.
It’s set to be officially launched with a content series and a concert by Alison Moyet at the brand’s womenswear show in London on September 21.
The fashion house is no stranger to the music industry; it launched Burberry Acoustic in 2010, a place to showcase British artists.
Christopher Bailey has made it something of a mission to blend the brand with music since he took over as chief executive of Burberry after Angela Ahrendts left to become Apple’s senior vice president of retail and online stores.
As well as the music channel, Burberry’s fashion shows and advertising campaigns are known for featuring musicians such as Foals, George Barnett from These New Puritans, Keane, Clare Maguire, Tom Odell and James Bay.
For Apple, this collaboration could help broaden the appeal of its streaming service to brands as it’s not apparent yet if it has been the smash hit the company was hoping for at launch.
➤ Burberry creates a channel for Apple Music [The New York Times]