Apple’s iTunes Festival has rebranded to promote the technology giant’s Apple Music brand.
The Apple Music Festival will feature 10 nights of live shows, including Pharrell Williams, One Direction, Florence + The Machine and Disclosure at London’s Roundhouse venue this September.
Apple will broadcast performances around the world for free, live and on-demand on Apple Music. Apple’s radio station Beats 1 will broadcast backstage news while footage will be available on Apple Music Connect.
“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.
“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.”
The Apple Music Festival takes place over ten nights from 19-28 September.
UK residents can apply to win tickets on Apple Music as well as through media partners including the London Evening Standard.
The iTunes Festival started at London’s Institute of Contemporary Arts in 2007, and has seen more than 550 artists perform in front of more than half a million fans and tens of millions more online and on-demand.
Past performers include Adele, Beck, Coldplay, Elton John, Foo Fighters, Justin Timberlake, Kings of Leon, Lady Gaga, Katy Perry, Maroon 5, Muse, Sir Paul McCartney and many more.