Sonic Branding: Wang, Chloé & Farfetch x Apple Music
Building on the need for brands to assert themselves across multiple media touchpoints, several fashion names – including American label Alexander Wang, French house Chloé and UK e-tailer Farfetch – have collaborated with Apple's recently redesigned music streaming service Apple Music.
Chill, Vibe & Hype with Wang: Tapping into his regular collaborations with dance music artists such as Lil Jon or Diplo for party soundtracks, Apple's new Music Fashion channel has debuted with three playlists curated by Wang – Chill, Vibe and Hype. Devised to be a glimpse into his personal sonic inspiration, the three sections will be updated throughout the year, for example when he's designing the catwalk experience for Fashion Weeks. See also Exploiting Insider Access and Intimate, Democratic & Inclusive: New Brand Spaces.
Chloe's Girls on the Road: Chloé's creative director Clare Waight Keller has also curated three playlists: On the Road, focused on her own musical history; #ChloeGirls, centring on female artists, including those the brand regularly dresses such as British singer Adele; and a summer-inspired Festivals playlist designed to convey Chloé's free-spirited DNA. See also Chloé x Tunepics in Sonic Branding.
Farfetch's Songs from the Shoot: Farfetch has launched a series of Songs from the Shoot playlists that are curated by its own creative team, based on music played during editorial shoots. It has also created Tune Tuesdays, with tracks inspired by current events and chosen by its editors. As a teaser – and shrewdly integrating music into its e-commerce site – Farfetch fans can also access Songs from the Shoot from its homepage by selecting from recent shoot images.
See also Music Meets Retail.