Apple is bringing its iTunes music festival to the United States for the first time. For five nights during SXSW this March, Apple will be streaming concerts live from Austin, with performers including Coldplay, Imagine Dragons, Pitbull, Keith Urban, and ZEDD. The iTunes Festival has been a regular event in London since 2007. "The iTunes Festival in London has become an incredible way for Apple to share its love of music with our customers," Eddy Cue, Apple's iTunes chief, says in a statement. "We're excited about the incredible lineup of artists performing and SXSW is the perfect place to debut the first iTunes Festival in the US."

The event's US incarnation will be notably shorter than it is in London — just five days from March 11th through the 15th — instead of the 30-day-long festivals it's held in the UK. The differences appear to end there, however, as all of the performances will still be available on demand for free after the fact for a limited time, so even those who can't make it down to Texas can catch the festival's best acts. Tickets to attend events in person have traditionally been free as well, though Apple doesn't specify if that will be the case once again. Either way, it'll be a big presence for Apple at one of the biggest music shows of the year.