It’s the first fashion house to bring a curated channel to Apple Music, which launched to great fanfare over the summer.
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For those unfamiliar, Ahrendts used to be the CEO of Burberry, so like we said it probably isn’t a coincidence that her former company now has a presence on Apple Music.
Apple is partnering with UK fashion retailer Burberry for the first branded channel on its new Apple Music streaming service, which makes perfect sense for both brands.
The channel will obviously complement the Burberry Acoustic campaign, which is all about supporting new British music talent.
Fans will also have the ability to comment or share this content via Messages, Facebook, Twitter and email.
“There are so many extraordinary British artists and it is a privilege to have the opportunity to work with them and showcase their incredible talent”. It lives under the Curators section and is meant to showcase Burberry’s collaborations with emerging British artists. The five-year-old platform has drawn 1.7 million views to date just on YouTube.
Apple says that 11 million people have signed on to its music streaming service, launched in June, compared to the 75 million active users competitor Spotify enjoys.
Apple Music costs US$9.99 a month and includes a free three month trial. Still, this partnership is another example of Apple’s recent outright tilt to luxury, more pronounced through its marketing and sales of its Watch.
Burberry is keen to be seen as a lifestyle brand, and has tapped into the music industry before.
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Also, listeners will have access to music updates and behind-the-scenes stories of musician’s inspirations and creative processes.
