British fashion giant Burberry is set to further increase its indy music credentials when it becomes the first global brand to launch on Apple’s new music streaming service later on today.
The Burberry Channel will be present in the Curators section of Apple Music and aims to showcase collaborations with emerging and established artists in a series of playlists, films and live performances.
The fashion house has become well known for its support of British acts in recent years, with the likes of Tom Odell. James Bay and George Ezra having all closed shows for the brand, along with a dedicated live music section – Burberry Acoustic – on its website.
Christopher Bailey, Burberry’s CEO and Chief Creative Officer said of the launch: “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.”
Apple Music launched in June as a direct rival for streaming behemoth Spotify and newcomer Tidal, which is backed by Jay Z.
So far the service boasts 11 million users and has poached top talent, like former Radio 1 DJ Zane Lowe, for its 24/7 radio station: Beats 1.