updated 06:03 pm EST, Thu February 27, 2014
Seven-time Grammy nominee latest to join Coldplay, Soundgarden, more
Just a day after announcing the addition of Soundgarden to the SXSW expansion of the iTunes Festival, Apple has added west coast rapper Kendrick Lamar to the five-day event as well, with the promise of more acts coming. Lamar first came to mainstream attention with his 2012 major-label debut, Good Kid, M.A.A.D. City.The SXSW shows are the first-ever iTunes Festival concerts outside London, and will begin on March 11 in Austin, Texas.
The regular iTunes Festival, held for a month at the Roundhouse in London in September, features mostly mainstream recording artists (largely from the worlds of rock and pop) with an up-and-coming or lesser-known support act. Lamar joins a line up at the SXSW show that includes Coldplay, ZEDD, country star Keith Urban, London Grammar, Imagine Dragons, Pitbull and the previous most recent addition, a reunited Soundgarden performing its' 1994 album Superunknown in full.
In addition to being able to see the peformances live at the Moody Theater, Mac and iOS users can watch live streams of the concerts through Apple TV, the iTunes Festival app for iOS devices and a dedicated web page for Mac users. Apple joins with many other tech companies in sponsoring events at the annual SXSW music conference, often seen as a showcase for up-and-coming acts while still anchored by mainstream pop and rock artists.
Lamar's concert will also feature fellow Top Dawg artists Schoolboy Q and Isaiah Rashad, who will support the seven-time Grammy nominee. Other support acts and potentially some additional performers are yet to be finalized, but also on the bill supporting the headliners are special guests Willie Nelson, Mickey Guyton, Band of Skulls and G.R.L among others.