Dive Brief:
- Burberry is launching a branded Apple Music channel with exclusive videos.
- The brand has already been active in supporting British music on its website as well as via YouTube and Spotify with its Burberry Acoustic collections.
- Burberry is the first fashion brand to create an Apple Music channel.
Dive Insight:
Burberry, through its Burberry Acoustic collections, has been an active supporter of British music on its website and through YouTube and Spotify, and now is set to become the first fashion brand to create an Apple Music channel. The new channel would be only outlet where users have to pay a fee to get the content, but it also will be reaching Apple Music’s current 11 million sign-ups during the three month free-trial offer.
Christopher Bailey, chief creative and CEO of Burberry, was quoted in a Marketing Magazine article, saying, "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."
The Apple Music channel will feature Burberry’s collaborations with both emerging and established artists with content ranging from video and performances along with regular playlists, including behind-the-scenes stories. Apple quietly launched its subscription-based streaming music earlier this summer.
The Burberry partnership is the latest example of Apple’s recent shift to luxury, and it follows the tech titans' teaming up with Hermès to make high-end bands for its Watch.
