Apple bids farewell to Apple Music Festival after 10 years

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Enlarge / Calvin Harris performing at the 2016 festival.

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The London Roundhouse will feel emptier this September, as Apple is ending its annual music festival after nearly 10 years. The Apple Music Festival, which was called the iTunes Music Festival until 2015, has been held annually by the tech giant since 2007. London’s Roundhouse had been the festival’s home for most of its existence, but Apple confirmed to Music Business Worldwide that it will not host a festival at the UK venue in 2017.

$1 billion at their disposal in 2018 to produce and acquire new shows and movies.heavily steeped in the music industry, so it’s unlikely that Apple is getting out of the live music space entirely. Recently, the company backed a number of one-off shows, including performances by Haim in London and Arcade Fire in Brooklyn. Apple Music also sponsored Drake’s 2016 summer tour, so it’s likely that we’ll see more Apple-branded singular events and tours. It’s also likely that Apple will treat these music events like it will video going forward: it’s an investment in original content that will attract more subscribers to Apple Music and more paying customers to iTunes.

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