The annual Apple Music Festival will end after ten years:
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.
The closure of the Apple Music Festival is likely because Apple is concentrating its resources on one-off events like these, in addition to its original content efforts in video – which have recently included a Carpool Karaoke spin-off series and a behind-the-scenes documentary on Harry Styles.