A few years ago, Apple was dedicated to organizing concerts. They were called iTunes Festivals and they were awesome. They started in 2007 and have been held for 10 years in a row. Its main purpose was to promote iTunes, the music store of those in Cupertino. With a few exceptions, they took place in the UK. Specifically, at the Roundhouse in London.
There were parties that could last a whole month. They presented daily performances and featured world famous artists such as Adele, Coldplay, Lady Gaga, Paul McCartney, Elton John, Ed Sheeran, Lorde, Kendrick Lamar and many more. In 2015 it was renamed Apple Music Festivaland in 2017 it had its last edition.
Live music returns to Apple for the second year in a row
Many of us miss this format. Admission was free and was won through sweepstakes held periodically within the Apple Music app itself. Unable to buy. Besides, everything was broadcast live for users and later it was uploaded to the cloud so anyone could see it whenever they wanted.
After the start of the pandemic in 2020, the world of festivals and concerts has suffered a severe setback. You couldn’t do any kind of celebration, and while it’s true that the streaming music industry has succeeded, others have gone bust or come close.
Luckily, now the concerts are back and at a pace never seen before. Less than a year ago Imagine Dragons were visiting USA (which a server went to see), soon we will have four consecutive nights of Coldplay concerts in Barcelona, Maroon 5 will be at WiZink in Madrid in June, Ed Sheeran should arriving in the peninsula at some point in 2024, and a very long etcetera.
Ed Sheeran concert photo with Apple Music Live
Apple has understood this. He realized that live music is back stronger than ever, and Those of Cupertino have done their homework. On May 10, 2023, the second season of Apple Music Live will begin. A live concert series that aspires to reunite fans around the world with their favorite artists.
The first to take the stage is the aforementioned Ed Sheeran, who presents his new album Subtract and that he performed it in its entirety to broadcast it at 9:00 p.m. Spanish time on May 10 from the Eventim Apollo in London.
“I’m thrilled to share my live Subtract album with the world,” Sheeran said. “I was very nervous on the day of the concert as it was my first time performing the songs from my new album live. Aaron and the amazing backing band brought the show to life and it was an honor for me to play with them. It was a very emotional night and I am very grateful that we were able to document it.
The truth is that this is an excellent initiative from Apple. Not everyone can attend a concert of their favorite artist, and it’s a great way to get closer to each of your fans. Of course, personally, I would love to see the return of Apple Music Festivals. They were awesome.
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