iTunes, as we all know, has been re-branded into Apple Music. The previous iTunes music festival, was famous for artist performances from Adele, Lady Gaga, Justin Timberlake and Elton John and this time, at the Apple Music Festival next month, the company is pulling out all the stops which means we get to see a brand new Apple Music Festival, this time with stunning performances from One Direction, Pharrell Williams, Florence + The Machine, Disclosure and other current and happening artists.
The festival, which will run from September 19 to 28 (10 days) at London’s Roundhouse, will also be broadcast on Beats1, Apple’s very own live-radio station and on-demand on Apple Music. According to the Apple blog, “The Apple Music Festival lets fans get even closer to their favorite performers with coverage on Beats 1 alongside backstage news and footage straight from the artists on Apple Music Connect.”
Talking about the event and their performance, Niall Horan of One Direction said, “It’ll be great to be back in London and we can’t wait to perform for our fans in the Roundhouse and around the world on Apple Music! See you there!” The move to rebrand the eight-year old concert is being widely seen as a bid to further popularise the recently launched Apple Music brand which has already seen over 11 million users accessing it during the initial free three month trial period.
The point is it is fun, hip and happening and something to look forward to for millions of Apple fans. According to a statement from Eddy Cue, Apple’s senior vice president of Internet Software and Services, “We wanted to do something really special for music fans this year.”