H&M turns to music to boost loyalty programme

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Fast fashion retailer H&M has launched a music partnership that it says will support independent and breaking artists.

The H&M Music scheme will bolster the company's existing loyalty programme, offering shoppers tickets to exclusive live events and a discovery mechanism for independent artists.

It will be available through the H&M app, which already offers perks such as discounts, rewards, and tickets to limited events.

Perks are secured by collecting points awarded for purchases.

Gabrielle Aplin, a singer-songwriter, will be the first artist featured on the scheme. She will perform an exclusive concert for H&M Music users, and has given her name to a clothing range at the retailer.

H&M Music has been developed in partnership with label services company AWAL. Experiential production and ticketing will be provided by London ticketing startup Dice.

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