Burberry Becomes the First Label to Get Its Own Channel on Apple Music

Starting tomorrow, Apple Music is getting a touch of British luxury.

The company announced it has joined forced with renowned fashion house Burberry, which will be the first global brand to have a dedicated channel on Apple Music’s “Curator” section. The partnership is considered somewhat of an extension of Burberry Acoustics, a five-year-old series that puts a spotlight on the independent British music scene.

“There are so many extraordinary British artists and it is a privilege to have the opportunity to work with them and showcase their incredible talent,” Burberry CEO Christopher Bailey said in a press release. “Music has always been intrinsic to what we do and 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.”

For the launch, Burberry will deliver exclusive videos from up-and-coming artists as well as a performance from singer-songwriter Alison Moyet, who will perform at the label’s women’s runway show on Sept. 21 in London.