updated 09:25 am EST, Wed February 19, 2014
Mainstream pop acts announced as headliners
The iTunes Festival will be coming to the US for the first time at this year's South-by-Southwest in Austin, Texas, Apple has announced. All shows will be held between March 11th and the 15th at the Moody Theater downtown. So far, only Coldplay, Imagine Dragons, Pitbull, and ZEDD have been announced as acts, but more announcements are due soon. For people not at the Moody the event will be streamed to Macs, Apple TVs, and iOS devices.
The Festival has been held every year since 2007, but until now it has only ever been staged in the UK. Technology companies regularly host concerts and mini-festivals during SXSW; some of this year's sponsors include iTunes Radio rivals Pandora and Spotify. While music is often the focus of SXSW, it's also well-known for its dedicated film and technology segments, the latter of which has sometimes seen the launch of important products and services. During SXSW 2011, Apple hosted a pop-up store downtown so visitors could pick up a iPad 2, since it debuted in the middle of the event.