Apple Inc. (NASDAQ:AAPL) and Burberry, the British fashion retailer, are teaming up to bring the first branded channel to Apple’s music streaming service.
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The channel is the first collaboration between the two companies since Burberry’s former CEO Angela Ahrendts joined Apple as the head of retail and online in 2014. The Burberry Apple Music channel is listed under “Curator Playlists”, which also includes content from brands and media sites like GQ, Wired, Pitchfork, and Rolling Stone. Subscribers to Apple Music will be able to follow Burberry and gain access to musical updates and behind-the-scenes stories.
The new channel will launch with exclusive videos from emerging artists such as Lilla Vargen and Georgie, alongside a performance from Alison Moyet, to be filmed at the forthcoming Burberry Womenswear show on September 21 in London.
“I am excited about our partnership with Apple on this awesome platform which will enable us to take what we do now with Burberry Acoustic and share it with an even bigger audience”, Christopher Bailey, Burberry’s chief executive, said in a statement.
Burberry’s Los Angeles event showcased British music George Ezra, Tom Odell, Clare Maguire and Benjamin Clementine.
Technology mogul Apple has always had a strong relationship with luxury brands, but there have been been an increased amount of partnerships recently.
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Those without the wallet to get an Apple Watch Hermès, though, can still tune in to the Burberry channel, at least if they’re going to pony up the $10 a month for Apple’s streaming service.
