Apple Kills its iTunes Music Festival in a Major Shift for the Company

Apple Kills its iTunes Music Festival in a Major Shift for the Company

Say goodbye to Apple‘s music festival as the tech company shifts gears and devotes efforts into other projects such as music streaming and one-time events.

Starting in 2007 as the iTunes Music Festival, it was rebranded in 2015 to the Apple Music Festival. During it’s 10-year run in London, Apple invited artists including , Calvin Harris, deadmau5, and Zedd to represent electronic music at the Apple Music Festival. All genres were represented at the festival and other performers throughout the years include celebrated names in the music industry. Adele, Alicia Keys, Elton John, Kendrick Lamar, and Lady Gaga, amongst other household names have graced the Apple Music Festival stage.

Although it is no longer hosting it’s own event, Apple is still teaming up with other organizers such as SXSW. The Apple Music Festival era might be gone but the company is working on new ideas and new partnerships with other festivals might develop.

Enjoy some sets from Apple’s music festival below.