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One Direction and Pharrell will headline Apple Music Festival in London

Formerly known as the iTunes festival

iTunes Festival / Twitter

Apple has been hosting its iTunes Music Festival in London since 2007, but with the launch of the company's new streaming service, this series of gigs and shows has been rebranded as the Apple Music Festival. Today, Apple announced the festival's venue, acts, and concert dates, with artists including One Direction, Pharrell Williams, Florence + The Machine, and Disclosure set to take the stage at London's Roundhouse from September 19th.

Expect a lot of cross-promotion with iTunes, Apple Music, and Beats 1

Although previous iTunes Festivals have run for up to a month, this year's Apple Music Festival is on for only 10 consecutive nights. As in previous years, UK residents will have to win tickets to go to the festival (through Apple Music as well as various media partners), while international fans can tune in to watch live performances on iOS devices and iTunes. We can expect a lot of cross-promotion with Apple Music itself, with company exec Eddy Cue promising in a press statement that performers will be "appearing live and interacting directly with their fans on Connect and Beats 1."