Rough Trade, the leading independent music retailer, is proudly joining Apple Music to provide artist recommendations via exclusive playlists on the service, breaking down the borders between physical and digital formats.

"Today's music lover increasingly listens in multiple ways, streaming for convenience whilst choosing to own and cherish favourite recordings on vinyl. Launching as a curator on Apple Music to champion the most exciting new music that's available to stream and purchase on vinyl makes a lot of sense for both artists (and labels), and most importantly for the fans." says Rough Trade's, Stephen Godfroy.

Focused around 'Rough Trade Edit' Rough Trade's weekly pick of the most exciting new and recent releases, the Rough Trade Edit playlist is a reflection of the most exciting and interesting music available. Rough Trade Edit also exists in Podcast from, where listeners have the chance to go deeper behind the music with artist interviews.

"If you're seeking trusted, expert recommendation of exciting new music on vinyl, whatever your taste, Rough Trade Edit is the go-to reference, now on Apple Music and Apple Podcasts, the playlist helps listeners to 'try before you buy,' whilst the podcast enables fans learn more about the music by listening to our staff discuss the music in more depth, along with some of the artists themselves," continues Stephen. "Additionally, any visitor in a Rough Trade store can Shazam whatever music happens to playing in the store that moment and be presented with a direct link to subscribe to the Rough Trade Edit Playlist on their phone."

Rough Trade recently reported that it's 2019 sales were up 25%, year on year and like-for-like, which signals just how in demand their offer and distinct approach to music retail is becoming. In fact, Rough Trade can now account for up to 75% of all UK vinyl sales on a Top 10 new album entry.

Originally founded in 1976 in Ladbroke Grove, London, Rough Trade has made a name as a trailblazer for experiential retail via its renowned in-store live events - which approach nearly one thousand performances - across three of their UK stores (Rough Trade East, Rough Trade Bristol, Rough Trade Nottingham).

For anyone seeking new music recommendation, be sure to follow Rough Trade on Twitter and Instagram, both @RoughTrade, and look out for #RoughTradeEdit tags.