Burberry has announced a new streaming channel for Apple Music, marking the companies' first official product collaboration since Apple hired former CEO Angela Ahrendts to head its retail arm, reports The New York Times.
Burberry (us.burberry.com) is a British luxury fashion house, distributing outerwear, fashion accessories, fragrances, sunglasses, and cosmetics. Ahrendts, Apple’s senior vice president of retail and online stores, was the former CEO of Burberry before joining Apple in September 2013.
Burberry’s Apple Music channel will kick off with exclusive videos from emerging British artists that will be filmed at the Burberry Womenswear show. The show is scheduled to take place Sept. 21 in London.
Burberry has been commissioning work from and filming British recording artists since 2010 as part of its Burberry Acoustic program. The 100 or so performances that have come out of that project have been shown on YouTube.
“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,” Christopher Bailey, Burberry’s chief executive and chief creative officer, told The New York Times.
Apple Music, Apple’s music streaming service, launched June 30 for iOS and Mac OS X devices in over 100 countries. Android is next, and Apple anticipates attracting 100 million paying subscribers.