London - British fashion house Burberry has become the first global brand to launch a dedicated channel on Apple Music as it looks to push forward with its music partnerships.

The channel features exclusive videos from emerging artists, as part of the luxury label’s Burberry Acoustic project that highlights up-and-coming talents, and will tie-in with Burberry’s catwalk show during London Fashion Week next week.

The collaboration between Burberry and Apple marks the first since the technology brand hired former Burberry chief executive officer Angela Ahrendts to head its retail arm.

The Burberry channel sits within the ‘Curators’ section of Apple’s music streaming service, and includes never-before-seen videos from artists such as Lilla Vargen, Georgie and Rhodes and Alison Moyet, who will be performing at the brand’s spring/summer 2016 catwalk show in London. The channel will also have exclusive playlists and individual tracks.

Commenting on the launch, Burberry chief executive officer Christopher Bailey said: “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.

“Music has always been intrinsic to what we do and I am excited about our partnership with Apple on this amazing platform.”

 

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