Earlier today, Apple announced a new partnership with Burberry, allowing the fashion brand to develop the first-ever branded Apple Music channel featuring exclusively British artists. Burberry has already developed an online music platform on its website named Burberry Acoustic, and the upcoming Apple Music channel will reportedly mirror much of that content, in addition to a new series of exclusive videos.
What Brands Should Do
This new partnership might look a bit strange at the first glance, but it makes sense considering Apple has been making some strong efforts to work with the fashion industry as part of its strategy around the Apple Watch. Plus, Apple’s current retail chief, Angela Ardhents, was the former CEO of Burberry. With this precedence, brands with their own music content or trusted cultural tastemaking should consider opening their own branded channels on streaming services to increase the reach of their brand and content.