UK luxury-goods maker Burberry has launched a new channel on Apple’s music, becoming the first sponsor to do so as the electronics giant looks to take on Spotify. The channel will showcase Burberry’s collaborations with emerging and iconic British talent including Lilla Vargen and Alison Moyet, and feature performances, songs and films alongside regular playlists, [...]

UK luxury-goods maker Burberry has launched a new channel on Apple’s music, becoming the first sponsor to do so as the electronics giant looks to take on Spotify.


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The channel will showcase Burberry’s collaborations with emerging and iconic British talent including Lilla Vargen and Alison Moyet, and feature performances, songs and films alongside regular playlists, the London-based company said Tuesday in a statement.
The partnership marks the first time Apple and Burberry have collaborated since the Californian tech giant enticed the chief executive Angela Ahrendts to the position of vice president of retail and stores in 2013.
The tie-up with Apple is the latest in a series of initiatives by the iconic trenchcoat maker to widen its influence and reinforce its ‘cool’ image.
Burberry is the most followed FTSE100 company for the third year in a row, boasting 1.4m fans, the fashion brand is looking to ensure its prominence on digital platforms translates into sales.
Subscribers to Apple Music will be able to follow Burberry and gain access to musical updates and behind-the-scenes stories.
Fans will also be able to comment or share the content via messages, Facebook, Twitter and email, Burberry said.
With its iTunes service in danger of being caught by streaming music services, Apple is seeking to catch up with the likes of Spotify and Pandora.
MusicWatch predicts that music-streaming revenue expected to exceed sales from downloads next year.