Apple rebrands iTunes festival to promote new music service

Apple has relaunched its iTunes Festival as the Apple Music Festival, which will take place across 10 days at Roundhouse in London.

One Direction will perform at Apple Music Festival (@AppleMusic)
One Direction will perform at Apple Music Festival (@AppleMusic)

The tech company stated that the renaming was in ‘in honour’ of the launch of Apple Music, a new app that aims to combine different ways on enjoying music into one place.

The event will take place on 19-28 September. All performances will be streamed live and on-demand through Apple Music. Beats 1, Apple’s first live radio station, will cover the event with news and backstage content.

Artists confirmed to perform throughout the festival include One Direction, Pharrell Williams, Florence + The Machine and Disclosure. It is the seventh year Apple has selected the Roundhouse to host its music event.

UK residents can apply to win tickets through Apple Music and the event’s media partners.

Eddy Cue, Apple’s senior vice president of Internet Software and Services, said: "We wanted to do something really special for music fans this year. 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."

The iTunes Festival was launched in 2007 at the Institue of Contemporary Arts in London. 

More: Apple Watch launch - Why the tech giant side-steps experiential

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