Apple has announced the lineup for its upcoming Apple Music Festival, which will feature performances by Pharrell Williams, One Direction, Florence + The Machine and others.
The concerts take place in London over 10 days from September 19 to September 28.
“We wanted to do something really special for music fans this year,” said Eddy Cue of the U.K. concert series, which was previously known as the iTunes Festival. “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.”
Interestingly, the 10-day duration is down considerably from the 30 days of concerts Apple offered in the past. This is somewhat surprising in a year in which Apple massively ramped up its focus on music thanks to the launch of its Apple Music streaming service.
Apple will be teaming up with partners such as the London Evening Standard newspaper to give away tickets for the free concerts to U.K. customers. Apple will also stream the events via Apple TV, iTunes and its Music app, as well as playing content through Beats 1. Additional behind-the-scenes material will be available using Apple Music Connect.
The rest of the concert schedule is likely to be announced over the next couple of weeks, and fans can keep up-to-date by visiting the newly launched Apple Music Festival website.
Or, of course, making sure to check in with Cult of Mac on the regular.