H&M Music is a benefit on offer to its online loyalty customers giving them the chance to “discover new artists, access exclusive live events, and receive other music related rewards”.

As part of the loyalty programme the fashion retailer aims to “give back to the music industry” by supporting up and coming talent and independent music venues.

H&M has worked with partners - including record label AWAL and live event ticketing platform DICE - to build an original platform to identify artists who overlap with the retailer’s target audience and manage experiential elements for the collaboration.