Burberry To Debut Exclusive Apple Music Channel

Burberry has always been an advocate for British music with its Burberry Acoustic showcase, founded in 2010 and aimed at bolstering its status as a lifestyle brand.

Fashion brand Burberry is launching a channel on Apple Music, becoming the first global brand to turn curator on the recently-launched music-streaming service. Singers, such as Tom Odell and George Ezra, have both performed live sets at Burberry shows.

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.

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. Burberry, meanwhile, has a well established five-year-old campaign featuring performances and music from British artists that it calls Burberry Acoustic.

The partnership with Apple is the latest in a series of initiatives by the trenchcoat maker to widen its influence and reinforce its image as a purveyor of cool.

Once you start following Burberry’s new channel on your iPhone, iPad or iPod, it wil bring to you not only musical updates and behind-the-scene stories about the artists, but will also enable you to either comment on or share these updates on social media platforms like Messages, Facebook, Twitter and email.

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.