Apple announced the rebranding of its annual festival, formerly known as the iTunes Festival. The newly renamed Apple Music Festival is set to feature live concerts from One Direction, Pharrell Williams, Disclosure and Florence + the Machine in London, reported the Verge.
"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 in a press release. "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."
The live performances will be available to stream for free in real time, along with artist-shot backstage footage on Apple's new app, Apple Music, according to the press release.
The festival ran for one full month since its inception in 2007, but the 2015 Apple Music Festival is scheduled to run from Sept. 19-28 at London's legendary Roundhouse theater.
"Wow, I'm so grateful to be performing at the Apple Music Festival," said Williams in a press release. "The Roundhouse is such a historic venue... there's always a special energy in the crowd. Thank you for having me!"
"It'll be great to be back in London," said Niall Horan of One Direction. "We can't wait to perform for our fans in the Roundhouse and around the world on Apple Music! See you there!"
"We're excited to be playing at this year's Apple Music Festival at the wonderful Roundhouse!" said Florence + the Machine in a statement.
"We're super excited to play our first ever show for Apple Music Festival at the Roundhouse, one of our favorite venues in London," said Disclosure. "It's also the day our album's release so that makes it extra special!"
Tickets for the upcoming Apple Music Festival are free, but only U.K. residents are eligible for the ticket draw. For more information, click HERE.
