Concert

Apple today announced that it will be holding its annual music festival across 10 days during the month of September in London. Previously known as the iTunes Festival, this year’s show is known as the “Apple Music Festival” in reference the recently launched Apple Music service. It is also notably shorter than the typical 30 days of concerts. Pharrell Williams, One Direction, Florence + The Machine and Disclosure will be the headlining acts at this year’s festival, which takes place from September 19th to September 28th.

Apple’s Eddy Cue in addition to the main artists have commented on the announcement:

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Apple has already taken over its homepage, produced video advertisements, and injected promotions into iOS to digitally promote its new Apple Music service. Now, the company is expanding its billboard promotion strategy, which has been mostly reserved in recent years for new iPhones and iPads, to include Apple Music. Several 9to5Mac readers and social media users have spotted posters and billboards for Apple Music across San Francisco, subway stations in Japan, London, Canada, and Los Angeles…

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