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.
Previously known as the iTunes Festival and now named the Apple Music Festival after Apple's nascent streaming service, other acts include recent Glastonbury headliners Florence and the Machine, and dance duo Disclosure. More acts are to be announced in the coming weeks
Taking place at London's Roundhouse venue between the 19th and 28th of September, it's a notably shorter residency for the festival, which has previously ran for a full 30 days with top acts performing each night.
How to Get Apple Music Festival Tickets
However, tickets remain free – those that wish to attend need only enter a raffle on the iTunes store for a chance to bag a ticket. Media partners including the Evening Standard newspaper and YPlan app will also have an allocation of tickets to give away.
For the likes of One Direction, it'll be an intimate venue, giving fans a chance to scream at their idols from spitting distance (trust me, I've already started trying to figure out the exact angle and velocity I'd need to hit them).
It's also the first time Apple's been able to stream the shows on its Beats 1 radio station.
“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.”
All shows will be available to tune in to live on iOS devices, iTunes for Mac and on Apple TV. Behind-the-scenes teases will also be posted to Apple Music Connect. [iTunes]
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