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Apple Music Festival axed after a decade

Apple Music Festival (AMF) is no more, Apple has confirmed, bringing to an end its decade-long run bringing arena-sized acts to mid-sized London venues.

The festival previously took place in the last two weeks of September, but a line-up announcement had been conspicuously absent this year, leading to speculation it had been axed. The Roundhouse, the 3,300-cap. venue where AMF had taken place since 2009, had been telling customers the festival was no longer going ahead, and Apple confirmed the cancellation to MBW yesterday.

The annual concert series, which distributed free tickets to competition winners, was first held as iTunes Festival at ICA, moving to Koko for 2008 and the Roundhouse in 2009. It was rebranded Apple Music Festival in 2015.

Apple is still involved in live music, sponsoring various shows, notably Drake’s Summer Sixteen tour and, per MBW, London dates by Haim and Skepta and Brooklyn shows by Arcade Fire.

Artists who played iTunes/Apple Music Festival between 2007 and 2016 include Ed Sheeran, Coldplay, Lady Gaga, Adele, Elton John, Oasis, Britney Spears, One Direction and Take That.


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