Apple Music's latest curated channel is dedicated to The Sound of Chanel and was launched on February 16th 2018. This virtual music library consists of signature playlists that celebrate the French luxury fashion house and includes everything from runway show soundtracks to celebrity-backed track lists.
While the channel's runway show highlights are put together in collaboration with sound designer Michel Gaubert, other tracks and playlists are selected by celebrity brand ambassadors and friends of the label -- from producer and style influencer Pharrel Williams to musician Sébastien Tellier and Chanel spokesperson Caroline de Maigret.
In an effort to expand from its fashion and beauty offering, Chanel successfully positions itself as a lifestyle brand with its newest Apple Music venture. The luxury fashion house also enhances its Millennial appeal with the music channel which stays on brand while tapping into its celebrity ambassadors' broader fan following.
Image Credit: Apple Music
Key Themes Behind This Trend
- Curated Music Channels
- Creating curated music channels that align with specific brands or lifestyles allows for brand expansion and increased consumer engagement.
- Celebrity-influenced Playlists
- Incorporating playlists curated by celebrity brand ambassadors and friends of the brand adds a unique and personal touch, appealing to fans and increasing brand loyalty.
- Brands as Lifestyle Platforms
- Expanding from their core products, brands can position themselves as lifestyle platforms, offering consumers a complete experience and reaching a wider audience.
Where This Applies
- Fashion
- The fashion industry can utilize curated music channels to enhance brand perception and strengthen the connection with their audience.
- Beauty
- Beauty brands can explore music collaborations to create unique experiences for consumers, fostering deeper brand engagement.
- Streaming Services
- Streaming platforms can partner with brands to create exclusive curated channels, attracting new users and increasing user loyalty.
