By Jamie White – Head of Communications
Apple has re-branded its annual live music event – the iTunes Festival – and will livestream the performances on Beats 1 in a bid to promote its Apple Music service.
Formerly known as the iTunes festival, Apple’s yearly music festival will now be branded the Apple Music Festival and will feature headliners One Direction, Pharrell Williams, Florence and the Machine and Disclosure.
The 10-day long festival, which kicks off on September 19th at London’s Roundhouse, will be available for Apple Music users to watch live and on-demand through the app. Beats 1 will also broadcast live from the festival and will feature backstage news and footage via Apple Music Connect which allows artists to share lyrics, backstage photos and videos with fans.
Apple Music now has a reported 11 million users and is in direct competition with Spotify.
Tickets for the event are also available for UK residents to purchase through Apple Music.
