Unlike previous years, Apple will have a big presence at the South By Southwest music extravaganza, bringing its popular iTunes Festival stateside for the first time. The five nights of concerts will be live-streamed in the iTunes Store and iTunes Festival app, similar to the way Apple has offered its 30-night London version of the event to non-attendees.
Apple revealed the news Wednesday, a day after rival music service Spotify announced its SXSW slate. Coldplay, Imagine Dragons, Pitbull, Keith Urban and ZEDD will be among the artists performing March 11-15 at ACL Live inside Moody Theater in Austin, Texas.
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"The iTunes Festival in London has become an incredible way for Apple to share its love of music with our customers," Eddy Cue, Apple’s senior vice president of Internet Software and Services, said in a statement. “We're excited about the incredible lineup of artists performing and SXSW is the perfect place to debut the first iTunes Festival in the U.S."
People can watch the shows via their iOS devices, PC or Apple TV. More performers and schedule updates will be shared in the festival's main page in the iTunes Store.
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