16MusicWeek 13.07.12 FEATURE iTUNES FESTIVAL
FAR RIGHT & BELOW: Fight club: The Foo Fighters stormed the festival in 2011
DOWNLOADFES
iTunes’ annualmonth-long livemusic spectacular returns for the sixth time this September –with one hell of a line-up
Shades of euphoria: Kasabian played iTunes Festival in 2007, 2009 and 2011
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Photo: Annique Delphine
LIVE BY TIM INGHAM
T
he iTunes London team must have collectively held its breath. AsMika bounded onto the stage in front
of 250 expectant fans at the Institute of Contemporary Arts in July 2007,Apple’s UK and European executives were taking a big step into the uncharted waters of live music. The download platform had long conquered the
world of record sales, but filling a room with screeching competition winners? Providing an intimate setting for major-league stars – over the course of a full month? And, scariest of all, putting that famous iTunes logo atop the whole extravaganza? There’s not a lot Apple hasn’t pulled off in its time – but this would be a heart-in-mouth prospect for even the most experienced promoter. Not that anyone needed to worry: since its
explosive arrival on the ICA stage five years ago, the iTunes Festival in London has gone from strength
iTunes’ HOUSE OF LOVE
The iTunes Festival returns to London’s Roundhouse for the fourth year in a row in September – hosting 30 nights ofmusic to 2,000 people per date. Marcus Davey, chief executive &
artistic director of the venue, says: “The iTunes Festival has played a huge part in ourmusic programme over the past three years and we look forward to continuing our long-termrelationship. The festival continues to offer amazing opportunities to some of the 3,000 11-25 year-olds we work with every year, including production experience and access to brilliant livemusic,meaning it fits perfectly with the important work we do as a charity.”
FOUR TO THE FLOOR
Channel 4 is understandably over themoon about being the UK media partner for this year’s iTunes Festival. The firmfirst broadcast the event back in 2007. “The iTunes Festival has grown
incredibly since and its first year at the ICA,” says the station’s head of T4 andmusic NeilMcCallum (pictured). “It was great being the first broadcast partner and it’s
great to be working again with iTunes and Princess Productions on what looks set to be an incrediblemonth ofmusic TV. “This year our coverage will be
spanning C4, E4, T4 and 4Music for the very first time, largely due to the stellar line-up and growing interest in the festival.”
to strength – hosting truly unique performances that will live long in the memory for any punter lucky enough to nab a ticket. (The rest of 2007’s event was pretty incredible in itself: Sir Paul McCartney,AmyWinehouse and Adele all gave astonishing performances to an audience of just a couple of hundred people.) Amazingly, the Festival has continued to
showcase world-beating talent without asking a penny from its audience – refusing to waver from its competition-based entry
mechanic.Although it’s obviously a fantastic way for iTunes UK to build its database of consumer info, you won’t hear many complaints from those in the audience. "The iTunes Festival allows us to treat over
60,000 fans to a whole month of world-class live performances in an incredible venue for free,”Oliver Schusser, senior director, iTunes International tells MusicWeek. “But we can only do this with the support and commitment of the record labels and managers who understand the value in allowing their artists to appear.” In 2012, that support is perhaps stronger than
ever.Top-drawerWarnerMusic artists already announced for this year’s month-long run (once again at the 2,000 capacity Roundhouse in Camden) include Ed Sheeran and Plan B, aka Ben
Drew.The latter’s appearance was announced last week, slap bang in the middle of promotion for acclaimed movie/soundtrack project iLLManors. “I played the iTunes Festival two years ago,” says
Drew. “It was a big moment for me and my biggest headline show at the time so I can’t wait to come back this year with a new show and debut music from iLLManors.” This year’s Festival has beenmoved into
September by iTunes – a perfect time of year to promote upcomingQ4 albums. It’s little wonder record companies are beaming about the decision.
Photo: Mallinsons
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