Apple is gathering together big names in music for its inaugural Apple Music Festival in the U.K. this summer. Picking up the baton from the iTunes Festival, which ran for eight years, the Apple Music Festival at London’s Roundhouse will run from Sept. 19 to Sept. 28. Headliners announced so far include Pharrell Williams, One Direction, Florence + The Machine, and Disclosure.
“The Roundhouse is such a historic venue … there’s always a special energy in the crowd,” Williams said in a statement. The musician’s involvement isn’t surprising, considering that he’s been a staunch supporter of Apple Music since even before its launch. He released his most recent single, “Freedom,” exclusively on the streaming service the day that Apple Music debuted.
Those of us who don’t live in the U.K. won’t have to miss out on Williams and the other performers. The festival will be available for streaming on Apple Music and iTunes through nearly any Apple device, including Apple TV, so even those who aren’t Apple Music subscribers can enjoy it. Some of the content will be exclusive to the service’s users, though. Beats 1 and Apple Music Connect will have additional coverage, backstage news, and footage from the artists themselves.
“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.”
Engaging fans is especially important in September, as it’s not long before the 3-month free trial period comes to an end for fans who signed up just after Apple Music’s June 30 launch. In addition to drawing in new users, the event may help keep some of the existing ones around.