Apple has confirmed to MBW that it will no longer be hosting the annual Apple Music Festival at London’s Roundhouse.
Artists at the festival were never paid by Apple to perform, but rather, as iTunes chief Eddy Cue said in 2013 to Entertainment Weekly:
The artists come in, and they’re not getting paid. They’re here because they know that this is an opportunity for them to play for these fans and in many cases kind of go back to when they were starting out in a smaller venue, get really close and personal.
Last year’s festival ran from September 18 to 30, offering 10 nights of live performances from articles such as Alicia Keys, Bastille, Britney Spears, Calvin Harris, Chance the Rapper, Elton John and Michael Bublé.
In 2015, the concert series was renamed from the iTunes Festival to the Apple Music Festival.
The confirmation of the end of the concert series comes just over a week ahead of Apple’s upcoming iPhone 8 announcement, set to take place at the Steve Jobs Theater at its new Apple Park headquarters.