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. 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.