Apple has announced the first acts to play at its annual music festival in London, with the headline draws being ageless, happy, oversized-hat fan Pharrell Williams and servants of the dark lord, One Direction.
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Previously known as the iTunes Festival, the Apple Music Festival will be held at The Roundhouse, its usual venue.
Apple Music vs Spotify: is it worth switching?
All performances will be available for viewers to watch live and on-demand on Apple Music. The move is certainly unsurprising, but it’s interesting to observe as Apple transitions its energy towards streaming (and away from 99-cent downloads). Cupertino has finally killed the name iTunes Festival in favour of the newer, shinier Apple Music festival. “It’s also the day our album’s released so that makes it extra special!”
Artists will be posting content from backstage and around the gigs on the Connect section of Apple Music, and the whole thing will be live streamed on Apple’s 24-hour-a-day internet radio station Beats 1. “Thank you for having me!”
Niall’s One Direction, who knows where he’s going, 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!” Apple hosted the iTunes® Festival in London for eight years, and now in honor of the launch of Apple Music, has renamed the event the Apple Music Festival. We’d also like to ask Apple Music where it’s getting the wallpaper for its promo shots…
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Past performers have included Adele, Lady Gaga, Justin Timberlake and Elton John.
