UPDATE: Sunday, Sept. 27 (9:49 a.m.) – The Apple Music Festival continues, with such acts as Pharrell Williams, Disclosure and One Direction performing. Check out these photos, as well as 1D’s intimate performance.
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The annual iTunes Festival has reloaded and rebranded for another September showcase.
The freshly christened Apple Music Festival (same shindig, different moniker) has begun in London with a pair of concerts going down over the weekend. The event takes place at the legendary Roundhouse and also has the perk of being broadcast live and on-demand via Apple.
Night one of the ten evening extravaganza featured Ellie Goulding gracing the Camden stage and rolling out a variety of hits. The concert also boasted Goulding performing her latest single “On My Mind”; in public for the first time.
Take That handled Apple Music Festival marquee act duties last night with Charlie Puth in the support act spot. The UK boy/gentleman band pulled out the big tunes and showed that they’re still formidable in their current three piece incarnation.
Eight days of performances are still on the schedule for the tech giant’s music bash. Carrie Underwood is on today’s bill and acts like One Direction, The Weeknd and Pharrell Williams are in the on deck circle.
Be sure to check back with ET Canada for daily photo updates from this year’s festival.