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Burberry: Fashion’s First on Apple Music
In a bold fusion of style and sound, Burberry has become the very first fashion brand—and first non-music curator—to launch an official Apple Music channel astudies.org+5theverge.com+5hero-magazine.com+5. Nestled within Apple Music’s “Curators” section, this channel marks a significant expansion of lifestyle branding into digital audio.
From Acoustic Roots to Digital Firsts
Burberry’s musical journey began in 2010 with Burberry Acoustic, a series spotlighting British talent and live performances. This longstanding support for emerging artists laid the groundwork for its leap into Apple Musicamuraworld.com+2theverge.com+2patentlyapple.com+2. Now, the label has elevated their presence with exclusive, high-quality video content curated for the global stage.
Channel Highlights & Launch Strategy
At launch, Burberry’s Apple Music channel debuted with exclusive live performance videos taped at the Burberry Womenswear show on London Fashion Week, September 21, 2015 astudies.org+5theverge.com+5hero-magazine.com+5. Notable collaborations featured artists like Alison Moyet, Keane, James Bay, George Ezra, Tom Odell, Ilan Eshkeri, and rising singer-songwriter Rhodes, often accompanied by full orchestral arrangementsmusic.apple.com+2amuraworld.com+2music.apple.com+2.
This content is not just about music—it’s a cultural expression. Burberry describes the channel as a vehicle to convey its cultural vision and continued support of British emerging talents, offering a sensory extension of the brand beyond its signature trenches and scarves patentlyapple.com+2amuraworld.com+2theverge.com+2.
Strategic Partnership with Apple
This collaboration marks another milestone in the enduring relationship between Burberry and Apple. Following Angela Ahrendts’ move from Burberry CEO to Apple SVP of Retail in 2013, speculation grew that Apple and Burberry’s synergy could extend into music. Now, with this channel, it has materialized theverge.com.
For Apple, this partnership helps set Apple Music apart from competitors like Spotify by blending fashion, film, and lifestyle into its audio stream. For Burberry, it widens their digital footprint and cements their position as a cultural tastemaker .
Broader Implications for Fashion and Audio
Burberry’s move illustrates a broader trend: fashion brands are no longer limited to visual mediums. They’re crafting multi-sensory experiences, leveraging digital platforms to shape their brand narrative. The success of this venture may well prompt other luxury houses to follow—and signals a potent new channel for creative expression in a highly curated digital era.
Final Take
By orchestrating music, visuals, and digital reach, Burberry has redefined what a fashion brand’s engagement can be. As the first-ever brand on Apple Music, they’ve turned runway playlists into a global channel, merging couture with curated soundscapes to shape the future of brand storytelling.
