Luxury fashion retailer Burberry has launched a new Apple Music channel that allows listeners to enjoy songs and films that originate out of the company’s many partnerships with British artists.

“Burberry has been commissioning work from and filming British recording artists since 2010 as part of its Burberry Acoustic program,” reports The New York Times. The “100 or so” performances that have come out of that project are already available on YouTube, and now many can be enjoyed in Apple Music, too.

The collaboration between Apple and Burberry is a unique one, and the first time the two company’s have worked together on a project like this. However, there are already several ties between the two.

For instance, Apple retail chief Angela Ahrendts was Burberry’s CEO for eight years before making her move to Cupertino last year, while Chester Chipperfield, the company’s former Vice President of Digital and Interactive Design, was also poached by Apple.

Burberry has also filmed fashion shows exclusively with Apple’s iOS devices.

“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,” Christopher Bailey, Burberry’s new chief executive and chief creative officer, told NYT.

Burberry’s new Apple Music channel will feature exclusive videos and other content from emerging British artists that will be filmed at the Burberry Womenswear show in London on September 21.

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