Apple has this morning announced the lineup for its annual Apple Music festival.
It will take place in London in September at its usual venue of the Roundhouse, with performers including Alicia Keys, Bastille, Britney Spears, Calvin Harris, Chance The Rapper, Elton John, Michael Bublé, OneRepublic, Robbie Williams and The 1975.
It’s an interesting lineup so far: the likes of Keys, John, Bublé and Williams will all appeal to an older, more mainstream audience than, say, the targeted Beats 1 listenership.
That in turn suggests Apple’s determination to reach those kinds of consumers with Apple Music, as streaming continues its march towards mainstream consumption.
The concerts will all be streamed live by Apple, with artist playlists, news and backstage interviews all part of the digital package.