September 4th 2017
By Mike Flaminio
Apple confirmed to Music Business Worldwide that it is ending its decade-long sponsorship of the Apple Music Festival in London. Previously known as the iTunes Music Festival, the annual event runs nightly concerts over a month or so.
Music Business Worldwide speculates Apple is transitioning to sponsoring special events.
However, the cancellation of the festival doesn't signal a move away from live events by Apple Music completely.
The brand was recently a partner of shows by Haim and Skepta in London and Arcade Fire in Brooklyn and it had a heavy presence at SXSW in Texas earlier this year - where it backed shows from Lana Del Rey, Vince Staples and DJ Khaled.
In addition, Apple Music also sponsored Drake's 32-date Summer Sixteen Tour in 2016 and it supports regular live sessions from its 'Up Next' artists.