The iTunes Festival is dead, long live the Apple Music Festival. Apple’s annual London jamboree is back under a new name, in keeping with the company’s streaming ambitions.
The Apple Music Festival will take place at the Roundhouse venue in Camden as before, albeit with 10 gigs rather than a whole month of concerts. Headliners announced this morning are Pharrell Williams, One Direction, Florence + The Machine and Disclosure, with fans able to apply for free tickets in a sweepstakes.
As before, the gigs will be broadcast live and archived – now through Apple Music. Expect the service’s radio and social features to be prominent during the 10-night run.
“The Apple Music Festival is a greatest hits set of ten unbelievable nights featuring some of the best performers on the planet appearing live and interacting directly with their fans on Connect and Beats 1,” said Apple’s Eddy Cue.
See you in the online queue for One Direction tickets (Little Mix are supporting them, by the way). We’d also like to ask Apple Music where it’s getting the wallpaper for its promo shots…