Burberry has recently launched a new music channel over on Apple Music as they continue to break out of industry norms. It’s not often that we see a luxury fashion house enter into the world of music, but given Burberry’s recent business ventures, this actually makes some sense.
The creation of this channel marks the first time that a fashion label has acquired it’s own Apple Music channel, becoming a curator for the recently launched streaming service. While Burberry is obviously know for their fashion products, they have exclaimed time and time again that they are really a “lifestyle” brand. Given the fact that Angela Ahrendts, Apple’s current senior vice president of retail and online stores, used to be the CEO of Burberry, this move is understandable.
The channel will focus entirely on emerging new singers, musicians, and bands from Great Britain, giving them a new platform for their music. But the world of music is not entirely unknown by Burberry. In 2010 the brand launched “Burberry Acoustic”, which is a somewhat similar concept. Burberry Acoustic also revolves around upcoming artists from Britain, allowing them to film music videos where Burberry remains as the producer.
CEO Christopher Bailey said in a recent interview that he is “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”.
If you’re a user of Apple Music, then you can simply just search for “Burberry” and their channel will appear in the curator section of Apple Music. So far the channel features new videos from a variety of different artists. This new partnership is yet another step that Burberry is taking showing that they are fully committed to music, despite being a fashion label. While it’s more-or-less a new medium for Burberry Acoustic, it will be interesting to see where they take their new channel. To get a sense of what this is all about, take a look at one of the more recent videos from Burberry Acoustic or check out their Apple Music channel.
Photo from Apple Music/Burberry
