Burberry to Promote British Artists on Apple’s Music Service

U.K. luxury-goods maker Burberry Group Plc introduced a channel on Apple Inc.’s music service in the latest example of the fashion and technology industries coming together.

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 with Apple is the latest in a series of initiatives by the trenchcoat maker to widen its influence and reinforce its image as a purveyor of cool. 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.

The connection between Apple and Burberry is the latest example of fashion and technology colliding. Earlier this month, LVMH Moet Hennessy Louis Vuitton SE appointed Apple’s Ian Rogers as group digital officer, while Apple unveiled a new band for its Apple Watch made by fashion company Hermes. Angela Ahrendts, former chief executive officer of Burberry, joined Apple last year as head of retail operations.

Burberry introduced its Acoustic platform in 2010, promoting emerging artists on both Burberry.com and YouTube. To date, nearly 100 performances have been commissioned, curated and filmed by Burberry, achieving more than 19 million views on YouTube, according to the company.

Apple is seeking to catch up with the likes of Spotify Ltd. and Pandora Media Inc. in streaming music. Apple’s position as the world’s largest music retailer — which it reached by offering individual songs for sale online through its iTunes service — is in danger, with music-streaming revenue expected to exceed sales from downloads next year, according to MusicWatch.