To promote the launch of Apple Music, the Cupertino giant is rebranding the iTunes Music Festival as Apple Music Festival. This year's music extravaganza lasts ten days, unlike the usual month-long affair we're used to, and will take place at London's Roundhouse from September 19th, with Pharrell Williams, One Direction, Florence + The Machine and Disclosure headlining the event.

Fans from around the world will be able to watch the performances live and on-demand for free on Apple Music. Apple is also planning cross-promotional activities for the festival, with Eddy Cue stating:

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.

UK residents will be able to win tickets for the event from Apple Music and its media partners.

Apple Music Festival

Source: Apple