Rebranded Apple Music Festival Starts September 19 At London's Roundhouse

Goodbye 30 day iTunes Festival, hello 10 day Apple Music festival:

Apple today announced that Pharrell Williams, One Direction, Florence + The Machine and Disclosure are among the headliners at the 2015 Apple Music™ Festival at London’s Roundhouse this September. Apple will broadcast performances to music fans around the world for free, which can be viewed live and on-demand on Apple Music. The Apple Music Festival lets fans get even closer to their favorite performers with coverage on Beats 1 alongside backstage news and footage straight from the artists 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 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.”

Apple Music Festival Brings Incredible Live Performances to Fans Worldwide in September | Apple PR

It'll be interesting to see how successful they are at synergizing the festival with the app.