Burberry is launching a curated channel on Apple Music, making it the first luxury fashion house to do so. The Burberry Apple Music channel is listed under "Curator Playlists," which also includes content from brands and media sites like GQ, Wired, Pitchfork, and Rolling Stone.
Content provided by Burberry includes selections from company's current CEO, Christopher Bailey, along with music played on the Burberry runway and a selection of emerging British talent.
Burberry is the first clothing company to debut an Apple Music channel, but it's not an unusual choice due to its Burberry Acoustic campaign, which supports new British music talent and features acoustic tracks recorded exclusively for Burberry. Burberry employs a full-time music team that works on Burberry Acoustic and matches up artists with record labels.
According to the The New York Times, going forward, the Burberry channel will feature performances, songs, and films that have come out of Burberry's work with artists on Burberry Acoustic. The channel's first exclusive will come from emerging British artists set to perform at the Burberry Womenswear show on September 21.
"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," Christopher Bailey, Burberry's chief executive, said in a statement.
Burberry and Apple have had a long partnership, first teaming up in 2013 to show off the photographic capabilities of the iPhone 5s. Angela Ahrendts, Apple's current head of retail, was also the CEO of Burberry until the Spring of 2014 when she joined Apple. Burberry's new Apple Music channel marks the first collaboration between Apple and Burberry since her departure.
