Apple has confirmed that it’s pulling the plug on the Apple Music Festival the company has hosted for the past 10 years, Music Business Worldwide reports.
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Originally named the “iTunes Festival,” the annual event was hosted at London’s Roundhouse for an audience of competition winners and broadcast live around the world over more than a week of performances.
Popular artists like Adele, Arctic Monkeys, Beck, Coldplay, Lady Gaga, One Direction and Pharrell Williams have all taken a turn on the stare during the festival’s decade-long run, but Apple now seems to be shifting its focus more to one-off events and backing the tours of artists like Drake, with whom the company has a wide-ranging arrangement for exclusives.
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