For eight years, Apple put on the iTunes Festival in London.
Now, it's out with the old and in with the new. The multiple-day concert has been rebranded as the Apple Music Festival, and the company has just announced its dates and headliners.
This year's major acts will include Pharrell, One Direction, Florence + The Machine and Disclosure.
The 10-day event will kick off September 19th.
"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 ten unbelievable nights featuring some of the best performers on the planet appearing live and interacting directly with their fans on Connect and Beats 1.”
Folks across the world will be able to stream the event on Apple Music (both live and on0-demand). As Eddy Cue mentioned above, there will also be a lot of special cross-promotional content on Beats 1. If you live in London (or anywhere close) and want to actually attend the event, you'll have to apply to win tickets.
Image via Apple