Apple’s iTunes Festival has been a staple in London’s festival circuit since 2007, and this year it’s getting a rebranding as Apple Music Festival to help promote the company’s streaming service, which launched in June.
Tuesday, Apple announced the fest would be held starting Sept. 19, and the headliners would include One Direction, Pharrell Williams, Florence + The Machine, and Disclosure. Apple Music Fest will be held at London’s Roundhouse.
In the past, some years’ iTunes Fests were held for up to a month, but this year’s will run for 10 days. British residents can win tickets through Apple Music to go to the fest, and international fans can stream the sets live for free on Apple Music.
“We wanted to do something really special for music fans this year,” said Eddy Cue, Apple’s senior vice president of Internet software and services, in a statement. “The Apple Music Festival is a greatest hits set of 10 unbelievable nights featuring some of the best performers on the planet appearing live and interacting directly with their fans on Connect and Beats 1.”
All the featured artists have been supportive of Apple Music since its launch, but Williams has been heavily involved along the way. He released a new single “Freedom” during Beats 1’s first show and has been dropping exclusives on the service regularly. He also hosts his own Beats 1 radio show OTHERtone, which has featured guests like Tyler, The Creator.