Apple has decided to up its ante for the South by Southwest (SXSW) event that takes place every spring in Austin, Texas, by organizing the first edition of the iTunes Festival on American soil. Surprising as it may seem, since its inception in 2007, the well-known music event on the block has remained comfortably tied to London’s Camden Town, where we assume it will continue to repeat next September, but never again.
iTunes Festival SXSW will offer five nights of free concerts with such internationally renowned artists and bands as Coldplay, Imagine Dragons, Pitbull, Keith Urban, ZEDD, Willie Nelson and London Grammar among others. From March 12th to 16th, live or deferred, physically at the ACL Live in the Moody Theatre or by streaming through iTunes.
Over the course of its six editions in London, the Apple festival has put nearly 400 artists on stage who have performed in front of more than 430,000 fans and tens of millions more online. As for the SXSW, the company already made its mark on the 2011 event with the construction of a temporary Apple Store created to run for only two weeks and promote the launch of the iPad 2.