Apple Music is set to unveil its first branded channel in collaboration with British fashion retailer Burberry. The channel, located within Apple Music’s “Curators” section, will showcase live performance videos from both established and emerging British artists. This innovative partnership builds upon Burberry’s existing Burberry Acoustic series, which has been promoting the independent British music scene since its inception in 2010.
Burberry’s Apple Music channel will debut with a series of exclusive videos, including live performances by British artists, filmed at the Burberry Womenswear show in London on
September 21st.
The collaboration marks a significant reunion between Apple and Burberry since Apple hired Burberry’s former CEO, Angela Ahrendts, as its Senior Vice President of Retail and Online Stores in 2013. Speculations about a potential partnership between the two companies had been circulating, especially given Apple’s emphasis on fashion, notably demonstrated with the launch of the Apple Watch through high-end luxury retailers and prominent fashion publications.
As Apple Music’s free three-month trial period, offered to all iPhone owners in June, nears its end, the service is poised to enter its next phase. With more than 11 million registered users, Apple aims to evaluate the success of its subscription model, where users can choose a single subscription for $9.99 or a family plan for $14.99. As a competitor, Spotify currently boasts 20 million paid users and 75 million total users.
The Burberry partnership represents Apple’s ongoing efforts to distinguish its streaming service from competitors like Spotify. Previous initiatives such as Connect, an in-app social network for musicians to engage directly with fans, and Beats 1, an international radio station featuring top DJs and exclusive artist sets, have been part of Apple’s strategy to offer unique music experiences.
While the integration of high-end fashion marketing within the music library is a novel approach, its appeal to streaming fans remains to be seen. Nonetheless, Apple’s willingness to explore branded channels opens the possibility for similar collaborations with other prominent companies in the future.
