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STIVAL TIME FLIES: 2007–2012 “The iTunes Festival has become increasingly
important over the last few years as the scale of the event and accompanying media coverage for acts playing the festival has grown,” says Atlantic Records UK marketing director JackMelhuish. “The range of broadcast, print and online
partners is impressive and iTunes are very proactive at working with us to promote the gigs to our artist’s fanbases. “As an opportunity to engage with fans and as a
tentpole live event that we can hang cross-channel promotion around, it’s great - this year even more so, given it falls in September and that marries nicely with the promotional schedules for several of our key releases.” EMI artists already confirmed on the bill - with
around 15 more acts yet to be named - include David Guetta,Emeli Sande and Norah Jones, whilst XL’s JackWhite has also already signed up. “iTunes is obviously a key partner for the industry
now and they've been able to continually secure an amazingly high calibre of artists,” says EMIMusic UK&Ireland CEOAndria Vidler. “That generates lots of positive attention and
coverage and introducing the stream on their homepage last year meant that the festival now travels globally. “iTunes build loyalty with their customers
through this exclusive content,whilst artists have a great platform to reach and connect with their fans. It works for everyone and I think this retail/media platform crossover is something we’re definitely going to see more of in the future.” UniversalMusic UK commercialMDBrian Rose
comments: “The iTunes festival generates huge interest in the UK , but as iTunes expands its reach the festival is putting great artists and great live performances in front of a global audience.” Six of the 14 acts already announced for this
year’s Festival are signed to Sony - One Direction, JLS,Usher,OllyMurs,Labrinth and Rebecca
Ferguson.The label certainly appreciates its special presence at the show. “Sony has been a key supporter of the festival since
the original event at the ICA in 2007,” explains Sony Music UK&Ireland executive VPNicolaTuer. “It’s been a brilliant event fromday one but it's
really found its proper home at the Roundhouse. It’s given us some truly unforgettablemoments including a thousand Kasabian fans singing LSF down Chalk FarmRoad as they left in 2009 and a stunning three- hour Foo Fighters set in 2011. “We contributed 16 artists to last year’s bill and
look set to top that this
time.The reason the Festival works for us is it gives our artists a fantastic platform to promote their releases on iTunes both on a domestic and global level.” It’s over half a decade since iTunes UK first took
the bold step into the battleground of live music, but its Festival brand has proved itself time and time again as exceptionally professional, greatly alluring to artists – and, in terms of its amazing bill of music, the envy of its peers. But come on, this is Apple.Did we ever really expect anything less?
How the iTunes Festival has grown over the years...
2007 Institute of Contemporary Arts, 250 people x 14 nights Key artists:Mika, Sir Paul McCartney, AmyWinehouse, Crowded House, Groove Armada TV partner: Channel 4 Some radio broadcasts in EU
2008 KOKO, 1,500 people x 30 nights Key artists: James Blunt, Florence + theMachine (as support act), N*E*R*D, PaulWeller Media partners: ITV1 and ITV2, Evening Standard
2009 Roundhouse, 2,000 people x 31 nights Key artists: Oasis, Calvin Harris, David Guetta, Kasabian Media partners: ITV, Evening Standard, live radio on XFM
2010 Roundhouse, 2,000 people x 31 nights Key artists: Biffy Clyro, Plan B, Mumford + Sons, Scissor Sisters
Media partners: ITV,Metro, Global Radio, O2 - International TV series and radio broadcasts - Live streaming onMySpace - iTF App (Live streaming)
2011 Roundhouse, 2,000 people x 31 nights Key artists: Coldplay, Adele, Foo Fighters, Paul Simon Media partners: ITV,Metro, Global Radio, O2, Shazam - International TV and radio partnerships - iTF App (Live streaming on iTunes Store and to potentially 365miOS devices around the world)
2012 Roundhouse, 2,000 people x 30 nights Key artists: Usher, One Direction, Andrea Bocelli, Noel Gallagher, Ed Sheeran, David Guetta, Jessie J, Norah Jones, Plan B, JackWhite Media partner: Channel 4 - International partners TBC (TV/Radio/Print) - iTF App (Live streaming on iTunes Store and to potentially 365miOS devices around the world)
THE APPLE OF THEIR EYE
Standoutmoments in the iTunes Festival’s short history…
Adele performed at the very first iTunes Festival at the Institute of Contemporary Arts in 2007. She returned in 2011 as a headliner - one of only twomajor performances fromthe XL artist last year as a result of her throat surgery.
In 2009, Stephen Fry headlined for an evening of “witty
conversation on all things internet.” Fry returned again in 2010.
In 2011, the Foo Fighters kicked out one of their fans for causing a fight in the audience. Dave Grohl stopped in the
middle of their performance of Skin and Bones shouting, “Who’s fighting? Letme see him. Hey you in the striped shirt, look atme, look atme… Get the fuck outtamy
show right now. Get the fuck out.”
In 2011, JackWhite surprised fans by joining Seasick Steve during his performance at the
iTunes Festival to play the drums. Seasick Steve was also joined by Alison Mosshart (The Kills/the Dead Weather) and John Paul Jones (Led Zeppelin).
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