Apple has just kicked off its first iTunes Festival in the U.S. at this year's SXSW in Austin, Texas. And as noted by 9to5Mac, at least a couple of Apple executives are in attendance at the concert series' premiere night.
Phil Schiller, Apple's SVP of Worldwide Marketing, posted the above photo of the iTunes Festival concert stage. Referring to the festival's first group of performing headliners, he tweeted, “iTunes Festival with London Grammar, Imagine Dragons and Coldplay live now!”
Eddy Cue, Apple's SVP of Internet Software and Services, also took to Twitter to share his excitement about the event:
First held in 2007, the iTunes Festival is a popular concert series sponsored by Apple. It has usually been held at The Roundhouse in London. But last month, Apple announced that it would be bringing the festival to the U.S. for the first time at this year’s SXSW.
Dubbed iTunes Festival SXSW, the event is being held from Tuesday, March 11, to Saturday, March 15, at ACL Live at the Moody Theater in Austin, Texas. It features the following lineup of performers:
- March 11: Coldplay, Imagine Dragons, London Grammar
- March 12: Kendrick Lamar, ScHoolboy Q, Isaiah Rashad
- March 13: Soundgarden, Band of Skulls, Capital Cities
- March 14: Pitbull, ZEDD, G.R.L.
- March 15: Keith Urban, Willie Nelson, Mickey
The iTunes Festival SXSW is available to stream via the official iTunes Store app for iOS, through iTunes on a Mac or PC, the iTunes Festival channel on Apple TV, the iTunes Festival app for iOS, and, as reported just a few hours ago, through Vevo's website, iOS app, and Apple TV channel.