Balenciaga unveiled a new playlist on Apple Music

Aya Nakamura, the Malian singer naturalized French known for tracks such as Djadja or Pookie (the latter remixed by both Lil Pump and Capo Plaza), has collaborated with Balenciaga for an exclusive playlist that will be available to stream and download on Apple Music from today, 17 March, along with limited edition Balenciaga x Aya Nakamura merchandise in shops and on balenciaga.com.

Aya has broken and re-broken records in terms of music streaming, earning her the title of most listened to French singer in Europe. For Balenciaga, she has selected a list of songs that have inspired, influenced and captivated her throughout her life. The selection is accompanied by a limited edition Balenciaga unisex line of clothing and accessories in the traditional concert merchandise format. To announce the collaboration, a video and photo campaign shows fans wearing the capsule and holding DIY signs while waiting in line for autographs. 

As the official curator on Apple Music, Balenciaga selects artists to create original playlists, the tracks are chosen by the selected artist, who is chosen by Demna himself. The relationship between Balenciaga's creative director and Apple Music has been largely established in the past when the brand joined Apple Music in 2020 after Demna curated a playlist to accompany the "Hello, My Name Is Demna" merchandise and when Rammstein and RuPaul tried their hand at a special playlist for the brand.