Home > Music > Apple welcomes Burberry channel to its music…

Apple welcomes Burberry channel to its music streaming service

Burberry has partnered with Apple to launch its own channel on the Cupertino company’s fledgling music streaming service.

It’s the first fashion house to bring a curated channel to Apple Music, which launched to great fanfare over the summer. Other brands that’ve already jumped aboard include the likes of Rolling Stone, GQ, and Vice.

The new channel aims to showcase the best of emerging British music talent, as well as new work from established artists, and will also feature tracks selected by Burberry boss Christopher Bailey together and music used by Burberry at its fashion shows.

Related: Apple Music still needs to work out kinks, executive admits

Burberry’s arrival on Apple Music shouldn’t come as too much of a surprise. The UK-based company does, after all, have a dedicated team working on various music-focused initiatives, among them its long-running Acoustic campaign that highlights new U.K.-based artists.

The campaign, which has its own section on Burberry’s website, includes specially recorded acoustic tracks by the selected bands, one of which we’ve embedded below.

It’s not the first time for Apple and Burberry to work together – two years ago the luxury goods company helped Apple to show off the redesigned camera that launched with the iPhone 5S, using it to film and photograph 2013’s London Fashion Week. And that was around the same time Angela Ahrendt’s announced she was stepping down as Burberry boss to join the tech giant to leads its retail operation.

With Burberry’s Acoustic talent forming the basis of the company’s Apple Music channel, there’ll be plenty of fresh and original material for music fans to explore. As for Apple, it’ll be hoping Burberry’s move will encourage other global brands to launch similar channels on its service, in turn perhaps persuading Apple Music users to hit the “renew” button (or not) whenever their existing subscription comes to an end.