London – British fashion house Burberry has become the first global brand to
launch a dedicated channel on Apple Music as it looks to push forward with
its music partnerships.
The channel features exclusive videos from emerging artists, as part of
the luxury label’s Burberry Acoustic project that highlights up-and-coming
talents, and will tie-in with Burberry’s catwalk show during London Fashion
Week next week.
The collaboration between Burberry and Apple marks the first since the
technology brand hired former Burberry chief executive officer Angela
Ahrendts to head its retail arm.
The Burberry channel sits within the ‘Curators’ section of Apple’s music
streaming service, and includes never-before-seen videos from artists such
as Lilla Vargen, Georgie and Rhodes and Alison Moyet, who will be
performing at the brand’s spring/summer 2016 catwalk show in London. The
channel will also have exclusive playlists and individual tracks.
Commenting on the launch, Burberry chief executive officer Christopher
Bailey said: “There are so many extraordinary British artists and it is a
privilege to have the opportunity to work with them and showcase their
“Music has always been intrinsic to what we do and I am excited about
our partnership with Apple on this amazing platform.”