Three months after launching its Apple Music streaming service, Apple has announced that it is teaming up with British luxury fashion brand Burberry, which becomes the first name to get its own "Curators" channel on Apple's fledgling musical venture.
Building upon Burberry's own music-focussed Burberry Acoustic series, the channel will offer exclusive videos, including live performances from independent British artists, kicking off with live acts from the Burberry Womenswear show in London on September 21st.
With the three month trial period to Apple Music coming to a close for early adopters, will brand support keep the streaming service afloat? Apple says that 11 million users have signed up to try Apple Music, but that pales in comparison to Spotify's 20 million paid-up members and 75 million total users.
But music and brands have historically never been mutually exclusive, going right back to The Velvet Underground getting into bed with "brand" Warhol back in the 60s. Fashion has always played a major part in various artists' image too (just look at the recent Bowie V&A exhibition for definitive proof of that), and Burberry will likely leverage its Brit-born status to get high-profile UK acts involved with its channel. That said, even Apple Music's Beats 1 radio station, with its many celebrity musical guests, has yet to prove its worth in terms of luring subscribers, and it's hard to imagine the Burberry channel adding much extra value for a Spotify user that just wants to listen to some tunes. [iTunes]