H&M launched H&M Music as it seeks to support independent artists


H&M has launched a new music service as part of its H&M Membership digital loyalty programme, aiming to help support independent artists.

H&M Music, launched last week, will give members the opportunity to discover new artists, give them access to exclusive live events and receive other music related rewards.


Customers can sign up to H&M Membership for free via its app or its website, offering members points with every purchase, exclusive discounts and access to VIP events.

Working with record label AWAL, H&M identified a range of artists whose core audience overlapped with its own, kicking off its campaign with Gabrielle Aplin.

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“I am so excited to be working with H&M,” Aplin said.

“To be the first artist to be involved is amazing and I can’t wait to see the H&M Members at the special gig in October.

“I have also designed some merchandise with H&M, the designs are sustainably made from organic cotton which was very important to me and I love how they turned out”.

Alongside the launch of Gabrielle’s capsule collection, DICE will be managing a series of live events and experiential campaigns for H&M.

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