Apple's Eddy Cue sat down to talk about the iTunes Festival's first appearance in the U.S. This week sees several artists, such as Coldplay, Imagine Dragons, and Kendrick Lamar perform in Austin, Texas, coinciding with South-by-Southwest (SXSW). While the iTunes Festival has had great success in the U.K. over the last seven years, U.S. music fans have long wondered if the event would make the trip across the Atlantic. Cue says that it was the right mix of elements that led to this week's Festival according to The Loop's Jim Dalrymple, writing for Fortune:
"I wasn't sure we would ever bring it to the U.S.," Cue said. "We have something so special at the festival in London that you had the feeling that if you did it anywhere else, it just wasn't going to be quite good enough. You have to have the right place. The combination of Austin, which has a culture of music, and this venue is fantastic -- it's made for music."
The iTunes Festival closes on Saturday night after a performance by Keith Urban. If you want to catch the performances live, you can watch them on several devices, including your iPhone, iPad, or Apple TV.
What do you think of the first U.S. iTunes Festival so far? Let us know below in the comments.