Since 2007, the iTunes Music Festival has attracted many talented and hugely popular musicians to its London venue including Adele, Beck, Coldplay, Elton John, Foo Fighters, Justin Timberlake, Kings of Leon, Lady Gaga, Katy Perry, Maroon 5, Muse, and Paul McCartney. For its ninth outing, Apple is rebranding it to give more exposure to its recently launched streaming music service. In September, the newly christened Apple Music Festival will headline 10 artists; so far, Pharrell Williams, One Direction, Florence + The Machine, and Disclosure are confirmed to perform live.
“We wanted to do something really special for music fans this year,” said Eddy Cue, Apple’s senior vice president of Internet Software and Services in a press release. “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 festival will take place over ten nights from September 19-28 at London’s Roundhouse venue; each night is dedicated to a headliner and a special opening guest. As of today, only One Direction have selected its opening act–English girl group Little Mix. Tickets will be offered for free exclusively to London residents. If you’re Stateside or anywhere else around the world for that matter, you can still watch the concerts live via Apple Music (on an iOS device), iTunes (on PC and Mac) and Apple TV. In addition, Zane Lowe and his team of DJs on Beats 1 will air coverage from the festival, and participating performers will be posting backstage content on their Apple Music Connect pages.
Apple claims that iTunes Music Festival musicians have played in front of more than half a million fans and tens of millions more online and on-demand. With the proliferation of Apple Music subscribers (who’ll continue to use the streaming service for free until Sept. 30), I’ll bet that those numbers increase exponentially this fall when the Apple Music Festival jams out across iPhones, iPads, iPods, computers, and Apple TV.
Update (9/2): Apple’s announced more headliners and openers for this month’s Apple Music Festival. English pop group Take That, “I Can’t Feel My Face” singer The Weeknd, and British electronic dance music band The Chemical Brothers are the latest headliners to join the lineup. As far as new openers are concerned, Pharrell has picked Leon Bridges to warm up his crowd, and Florence + The Machine will introduce James Bay before taking over the stage. Will update this post as more performers are added.