Apple has ended the annual Apple Music Festival at London’s Roadhouse after a decade-long operation, reports Music Business World. It was speculated as Apple hasn’t announced for this year’s Apple Music Festival, which annually happens during September, until now.
Apple Music Festival (formerly known as iTunes Festival) started off in 2007 at London’s ICA, and was moved to Koko before moving to The Roadhouse in 2009. The branding from iTunes to Apple Music occurred in 2015 when the company introduced its music streaming platform, Apple Music.
Initially the annual music festival from Apple was a month-long program, with concerts every night. But over the past two years, Apple Music Festival has become a 10 night-long event. Artists who played Apple Music Festival include Adele, Oasis, Mumford & Sons, Paul Simon, Ed Sheeran, Coldplay, Lady Gaga, Arctic Monkeys, Kendrick Lamar, Pharrell Williams, The Weeknd, One Direction and Beck.
While this might look that Apple is moving away from live events for Apple Music, it is quite not. Apple didn’t specify any particular reason, but we can clearly say that instead of focusing on the once-a-year event format, Apple will be focusing of several shows over the year.
Apple had a heavy presence at SXSW in Texas this year, for instance, where it backed shows from Lana Del Ray, The Chainsmokers, Vince Staples and DJ Khaled. The company has also presented shows with acts such as Haim, Skepta, and Arcade Fire, as well as supported Drake for his entire 2016 ’Summer Sixteen’ tour. Moreover, there’s also “Apple Music Up Next” series that highlights upcoming artists in the run.