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UPDATE: APPLE MUSIC FEST DRIVES BIG DEMAND

Apple will use its ninth annual multi-night event in London, which has been renamed the Apple Music Festival, as a means to educate people and lure them to the service. The fest, which will take place at the at the Roundhouse next month, will be streamable live and on-demand on Apple Music, with coverage on Beats 1 alongside backstage news and footage on Connect

Demand for tickets to the free event (which UK residents may apply to win on Apple Music) is reportedly intense, but given the limited seats, it's also driving sales for the headliners' official tours.

A spokesperson for ticketing firm viagogo told Forbes of "an explosive surge" in demand since the Apple lineup was announced, with 1D U.K. ticket searches up 97% (and up 56% in the U.S.). Pharrell has seen big bumps in sales for a couple of far-flung dates, while Florence searches are up 84% for U.S. dates and 79% for U.K. shows.

“We wanted to do something really special for music fans this year,” Eddy Cue was quoted as saying in the release “The Apple Music Festival is a greatest-hits set of 10 unbelievable nights featuring some of the best performers on the planet appearing live and interacting directly with their fans on Connect and Beats 1.”

The announcement also contains quotes—or more accurately exclamations—from four of the headliners.

Pharrell Williams: “Wow, I’m so grateful to be performing at the Apple Music Festival. The Roundhouse is such a historic venue...there’s always a special energy in the crowd. Thank you for having me!”

Niall, One Direction: “It’ll be great to be back in London, and we can’t wait to perform for our fans in the Roundhouse and around the world on Apple Music! See you there!”

Florence + the Machine: “We’re excited to be playing at this year’s Apple Music Festival at the wonderful Roundhouse!”

Disclosure: “We’re-super excited to play our first ever show for Apple Music Festival at the Roundhouse, one of our favorite venues in London. It’s also the day our album’s released so that makes it extra special!”

The Apple Music Festival is scheduled for Sept. 19-28. Updates, info and tickets at www.applemusicfestival.com—“or join the conversation on Apple Music Connect,” the release suggests.

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