iTunes Music Festival SXSW 2014

February 28, 2014 •

iTunes Festival splash

Traditionally a European event, the iTunes Festival is heralded among music lovers and Apple fanatics alike. Originally held in 2007, the one-off concert series is a free show to those lucky enough to score tickets, which are distributed through iTunes and other systems. Previous top talent headliners include Amy Winehouse (2007), John Legend (2008), David Guetta with Kelly Rowland (2009), and, more recently, Lady Gaga, Elton John, Justin Timberlake, and Katy Perry (2013).

This year, iTunes Festival at SXSW will be held from March 11-15 at Moody Theater in Austin Texas. ACL Live in Austin hosts 100+ shows per year. Annually, SXSW draws more than 32,000 registrants, which has grown exponentially since the 1987 inception. Originally a music event driven by the eclectic local talent, SXSW exploded into a full scale event, covering music, film, and interactive media. Today, SXSW is just as likely to show off the latest in pop culture as app developments.

The current iTunes lineup is:

  • March 11 – Coldplay + Imagine Dragons + London Grammar
  • March 12 – Kendrick Lamar + ScHoolboy Q + Isaiah Rashad
  • March 13 – Soundgarden + Band of Skulls + Capital Cities
  • March 14 – Pitbull + ZEDD + G.R.L.
  • March 15 – Keith Urban + Willie Nelson + Mickey Guyton


If not lucky enough to receive a coveted ticket to see the performances live, the events will be shown live on iTunes, through a dedicated app, or via Apple TV. Consequently, the event is an opportunity for Apple to push its software and hardware. A marketing tactic not available to any companies without such a robust electronic architecture.

Streaming the event through Apple’s own platform, ensures users associate the quality entertainment with dedicated soft- and hardware. Although Windows users can easily install iTunes on their OS, iTunes is still required to observe the events. Further enhancing the marketing tactic, the iTunes Store will have specifically curated sections to ensure listeners can gain easy access to purchasable content.