LONDON: Burberry has invested in taking its five-year-old music platform onto Apple Music, the paid-for service that has attracted 11 million sign-ups with a three-month free trial.
Apple Music joins YouTube, Burberry's own website, and Spotify as arenas where the brand showcases its support for British artists, which have included James Bay and George Ezra.
However, it is the only place where users have to pay a monthly fee to access the content.
Burberry is launching the Apple Music channel with exclusive videos from emerging artists and a forthcoming performance from Alison Moyet at the Burberry Womenswear show in London next Monday.
The channel can be found in the Curators section of the Apple Music service.
"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," said Burberry chief creative and CEO Christopher Bailey, in a statement.
Burberry, which reported like-for-like sales growth of 6% for the second quarter, ventured into music in 2010.
Since then, its Burberry Acoustic playlist on YouTube included 98 performances and attracted 1.7 million views.
This story originally appeared on Marketing.