Burberry teams with Apple to launch dedicated Music channel

Luxury British fashion label Burberry has become the first brand to launch a dedicated channel on Apple’s new music streaming service Apple Music.

Burberry’s channel features curated music from both emerging and established British artists. The content includes performances, songs, videos and playlists of British singers and bands from past and present.

Burberry launched its Apple Music channel with a series of videos as well as a concert by Alison Moyet, which was held at its womenswear show during London Fashion Week.

The channel will serve as an extension of the brand’s own music platform Burberry Acoustic.

The channel, which will sit within Apple Music’s ‘Curators’ platform alongside content from brands, artists and celebrities, and it will serve as an extension of the brand’s own music platform Burberry Acoustic, which launched in 2010 in a bid to appeal to a younger audience.

Burberry Acoustic sought to showcase young and emerging British artists, the platform featured videos of these artists performing acoustic music and exclusive content created by Burberry. Burberry Acoustic also enlisted artists to perform exclusive gigs and events, including a number of events at the brand’s flagship 121 Regent Street store. Burberry Acoustic has recorded nearly 100 performances and the brand’s YouTube channel has attracted more than 19 million views.

It was only a matter of time before they launched on to a streaming music site, and Apple is the perfect collaborator.

The two brands share similar traits of reinvention and can tie their success to design, brand experience, and innovation.

Not only has former Burberry boss Angela Ahrendts moved to Apple, where she heads up the brand’s retail business, the two brands also have a history of working together.

In 2013, Burberry teamed with Apple to use iPhone 5S devices to live-stream a Burberry Fashion Show. The phones were used to capture and share photos and videos from before, during and after the show. Burberry has also collaborated with iTunes to produce exclusive recordings of the soundtracks that accompany its fashion shows.The Apple Music collaboration is the latest step in one of the most impressive brand transformations in recent history.

Burberry CEO and chief creative officer Christopher Bailey, said in a statement, “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.”

Burberry’s mission is to become a lifestyle brand.

The Apple Music collaboration is the latest step in one of the most impressive brand transformations in recent history. Burberry has morphed from being viewed as an outdated low-quality brand, worn by British “Chavs” to a global high-end luxury brand on the cutting edge of cool. Burberry’s mission has not just been about reinvigorating a tired brand, it is on a mission to become more than a purveyor of raincoats and handbags and become a lifestyle brand.

Burberry’s iconic flagship store 121 Regent Street was a testament to this, and no doubt took a lot of inspiration from Apple. So it is only fitting to see these two pioneering brands collaborating once again.

This latest deal serves both brands interests perfectly. The branded music channel gives Burberry increasing cred in the music space and helps reinforce its positioning as a lifestyle brand. For Apple, this presence of an iconic – yet uber cool – luxury brand helps reinforce its positioning as a luxury stylish brand, something which its popularity and ubiquity often undermines.  It also ensures exposure and attention for Apple Music, which hasn’t been a major success since launching earlier this year.

This collaboration is a strong partnership between two savvy brands both of which stand to gain a lot from the deal. This is definitely one to watch.

This latest deal serves both brands interests perfectly. The branded music channel gives Burberry increasing cred in the music space and helps reinforce its positioning as a lifestyle brand. For Apple, this presence of an iconic – yet uber cool – luxury brand helps reinforce its positioning as a luxury stylish brand, something which its popularity and ubiquity often undermines.  It also ensures exposure and attention for Apple Music, which hasn’t been a major success since launching earlier this year.

This collaboration is a strong partnership between two savvy brands both of which stand to gain a lot from the deal. This is definitely one to watch.