First brand to appear as 'Curator'
Burberry has launched its own channel on Apple Music, becoming the first global brand to team up with the new online music streaming service.
Burberry's channel sits in the 'Curators' section of the Apple Music site, showcasing exclusive collaborations with a number of British artists. The channel will host performances, songs and films from both established and emerging acts, as well as playlists celebrating great British music, past and present.
Musicians including George Ezra, James Bay and Keane have all featured at the brand's catwalk shows in the past. Christopher Bailey, Chief Creative and Chief Executive Officer at Burberry, said: "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. Music has always been intrinsic to what we do and I am excited about our partnership with Apple on this amazing platform which will enable us to take what we do now with Burberry Acoustic and share it with an even bigger audience."
Artists scheduled to be included on the channel at launch include Lila Vargen, Georgie and Rhodes and a performance from Alison Moyet due to filmed during the Burberry Womenswear show at London Fashion Week. Apple Music subscribers will be able to follow the brand, gaining access to musical updates and behind-the-scenes stories from their favourite artists.
Since 2010, Burberry has offered music fans access to emerging British artists through its Burberry Acoustic platform on Burberry.com and YouTube. More than 100 performances are currently available for consumers, with more than 19 million views on YouTube.