In a bid to build more awareness of its loyalty programme, H&M has launched a music partnership that will see it support independent music artists and rising talent.
Through the H&M app, shoppers can delight in perks that membership points bring, like exclusive discounts, rewards and access to VIP events.
Sitting within its membership digital loyalty program, H&M Music will work similarly, providing members with the opportunity to discover new artists and to access exclusive live events.
The collaboration is developed between H&M UK, the record label Awal and the live event ticketing platform, Dice.
Awal will utilise its analytics to identify focus artists that overlap with H&M's audience, while Dice is managing a series of live events, as well as experiential campaign services for the collaboration.
English singer-songwriter Gabriella Aplin is the first artist to be presented through the scheme. Aplin has also co-designed a limited-edition collection for H&M.