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Apple on Monday announced the 10th anniversary Apple Music Festival, which will run from Sept. 18 through 30 at London's Roundhouse.

The company will feature of concerts through Apple Music. Acts performing at the event have yet to be revealed, but the company is promising gradual news leading up to the event through Snapchat, Twitter, and Beats 1 Radio.

Free tickets will be randomly awarded to U.K. residents, but applications have yet to open.

The event was previously called the iTunes Festival until Apple Music's . Prior to that year, concerts were broadcast on an assortment of platforms, even MySpace in 2010.

In 2015 the Apple Music Festival was also from a previous 30, and had performances from Take That, Carrie Underwood, One Direction, The Weeknd, Pharrell Williams, and James Bay, among others.

Why is this only in London wouldn't it be a more effective promo tool if Apple took this sh**t international ? Oh well guess it goes back to that old and "wise" Apple mentality of unless it works in the West first why bother trying it some other place. If Apple wasn't so obsessive with America-first they might have been able to launch original programming on ATV in other placese with less barriers, maybe India or something

London again. zzzz lame

This festival has always been held in London. It's shown live and on-demand streamed worldwide via AppleTV (and now Beats 1). In recent years, Apple has also held a music festival in Texas (Austin if I recall correctly) so it is also held in the United States.

The Roundhouse is an awesome venue. When Apple isn't filling it with crap like One Direction. But it is round like the spaceship…

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The Roundhouse is an awesome venue. When Apple isn't filling it with crap like One Direction. But it is round like the spaceship…

Indeed! Last year's offerings were a bit weak. Prior years had a more interesting and eclectic lineup.