“Apple kicked off five days of free music Tuesday night with performances by London Grammar, Imagine Dragons and Coldplay. After seven years in London, it was Apple’s first iTunes Festival in the U.S.,” Jim Dalrymple reports for Fortune.
“Before the concert I had a rare opportunity to sit with Eddy Cue, Apple’s Senior Vice President for Internet Software and Services, and ask him what took so long,” Dalrymple reports. “‘I wasn’t sure we would ever bring it to the U.S.,’ Cue said. ‘We have something so special at the festival in London that you had the feeling that if you did it anywhere else, it just wasn’t going to be quite good enough. You have to have the right place. The combination of Austin, which has a culture of music, and this venue is fantastic — it’s made for music.'”
“Having been to iTunes Festival U.K., I know exactly what Cue is talking about — the buzz and electricity surrounding an iTunes Festival is incredible,” Dalrymple reports. “I experienced that same intensity at this event, which was timed to coincide with Austin’s big South by Southwest (SXSW) festival, an annual film, music and interactive technology jamboree that’s nearly outgrown the city.”
Read more in the full article here.
[Thanks to MacDailyNews Reader “Dan K.” for the heads up.]
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