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The event was previously known as the iTunes Festival. With the launch of Apple Music, the technology giant has renamed it the Apple Music Festival.
Apple will make performances available to music fans around the world for free, live and on-demand via Apple Music. The concerts will take place at the Roundhouse in London’s Camden neighborhood.
“We wanted to do something really special for music fans this year,” said Eddy Cue, Apple’s senior vp of Internet software and services. “The Apple Music Festival is a greatest hits set of 10 unbelievable nights, featuring some of the best performers on the planet appearing live and interacting directly with their fans on Connect and Beats 1.”
Beats 1 is Apple’s first live radio station dedicated to music. With Apple Music Connect, artists can share lyrics, backstage photos and videos or release latest songs to fans directly from their iPhone.
“Wow, I’m so grateful to be performing at the Apple Music Festival,” said Williams. “The Roundhouse is such a historic venue…there’s always a special energy in the crowd. Thank you for having me!”
“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,” said Niall Horan of One Direction.
The Apple Music Festival takes place Sept. 19-28. Past performers at the iTunes Festival, which started in 2007, include Adele, Coldplay, Elton John, Foo Fighters, Justin Timberlake, Kings of Leon, Lady Gaga, Katy Perry and Paul McCartney.
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