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.

Apple is expected to announce its long-awaited music streaming service during the WWDC keynote later today, and despite tough competition from the likes of Spotify, the company has incredibly ambitious plans to sign up 100 million subscribers.

Apple’s plans for its relaunched Beats Music streaming music service, rumored to be revealed at next week’s WWDC, took another step forward this weekend.

A new report suggests that Apple is currently in talks with Drake, Pharrell Williams and David Guetta for them to come on board as guest DJs for iTunes Radio. As three of the biggest names in music, having these artists on its roster would give Apple a massive selling point in its upcoming streaming music war with rivals like Spotify.

Update: The video has already been removed, but I’ve replaced it with a cached version.

We now know what Pharrell Williams’ payment was for his advance gold Apple Watch Edition: Promising to not laugh at Tim Cook, Eddy Cue, and Phil Schiller’s “dad dancing” moves during yesterday’s live concert at Apple’s Cupertino HQ.

What’s the best way to get a gold Apple Watch early? If you’re Pharrell, the answer is to have a concert at Apple headquarters.

Employees at Apple’s Cupertino campus are being treated to a special performance from the ‘Happy’ singer, who was the first person spotted wearing the gold Apple Watch in the wild.

This year’s iTunes Festival lineup is fantastic. It’s got everything, with veterans like Tony Bennett and Robert Plant sharing a festival stage with relative newcomers Sam Smith and Deadmau5.

All those taking the stage at London’s Roundhouse as part of the free shows are consummate performers but — as with any large concert program — there are always some standout acts. We’ve rounded up some of the best moments from the first half of this month-long concert series.

Apple today announced the eighth annual iTunes Festival in London with a whole bunch of massive acts already confirmed. Those lucky enough to bag tickets will see the likes of Pharrell Williams, Maroon 5, Kylie, Sam Smith, and Blondie.