Apple Music is adding brand curators and channels

Burberry Apple MusicU.S. listeners have got their first taste of brand collaborations on Apple Music. The company has teamed up with fashion house Burberry for a focused channel on the streaming platform. According to the channel, Burberry will be highlighting the “Best of British” in music, featuring both fresh and familiar faces. You can find Burberry in the Curators section of the app.

So far, the channel has three playlists. It’s also using the Connect feature to highlight particular artists, offering some backstory as well as exclusive video performances from its Burberry Acoustic series.

Other brands have been brought on as curators, too. Many are music-centric magazines, but you can also find Vogue, GQ, Wired, and Vice. Burberry appears to be the first retail brand to hop on the bandwagon.

Anna Washenko