If Austin’s yearly South By Southwest couldn’t get any more corporate, Apple decides to join in on the party. This year will have the iPhone maker bring its iTunes Festival.
Apple’s musical event will include performances from Coldplay, Pitbull and Imagine Dragons among others.
“The iTunes Festival in London has become an incredible way for Apple to share its love of music with our customers,” said Eddy Cue, Apple’s senior vice president of Internet Software and Services. “We’re excited about the incredible lineup of artists performing and SXSW is the perfect place to debut the first iTunes Festival in the US.”
Expect more lesser known bands to become even more lesser known as the music portion of SXSW takes place March 11 – 16.