British entrepreneur Jamal Edwards’ YouTube-born brand SBTV is the latest guest curator on Apple Music.
It’ll be creating playlists for the partner showcase section of the streaming service, starting with a collection called Ready To Pair: Bluetooth Classics featuring Dizzee Rascal and other early-2000s British artists.
SBTV is joining brands including Burberry, Pitchfork and Vice Media as Apple Music curators, as the service looks to external tastemakers as well as its own editorial team.
“We have a global following but our new Apple Music channel will be a great opportunity to magnify the reach of the artists we support,” said Edwards.
SBTV recently expanded to the US in an effort to reignite its growth: it currently has nearly 615k subscribers and 329m total views for its flagship music channel on YouTube.