Branded music channels are nothing new on Douban FM, but now Burberry is sliding Chief Creative Officer Christopher Bailey’s personal picks into the mix. The brand’s station “Burberry Music MHz,” gives young Chinese a way to know more about British music, the brand and the designer.

Burberry’s emphasis on social media in China was reported by the Wall Street Journal,

Burberry has also set up accounts on Chinese social-networking sites Kaixin001.com and Douban.com, and on Internet television site Youku.com Inc. It is tapping two Chinese celebrities to send out comments through its account on Sina Weibo, a Twitter-like microblogging service where it has more than 90,000 fans.

Many of China’s shoppers rely on blogs and other forms of social media for information about brands, said Colleen Cheng, senior vice president and national business director, Ogilvy Public Relations Worldwide China.

“Engaging in these channels through influencer engagement and conversation management, therefore, is critical for any brand that hopes to make an impact in this market,” Ms. Cheng said.