By Paul de Revere

Apple’s iTunes Festival has been a juggernaut of England’s festival scene for years and now it’s coming to America for the first time.

Apple announced today (Feb. 19) it will hold a series of concerts at SXSW from March 11 to March 15 at ACL Live at the Moody Theater, featuring Coldplay, Imagine Dragons, Pitbull, Keith Urban and Zedd, with more to be confirmed it the coming weeks.

For those who can’t make it to Austin, the concerts will be available on iTunes as an on-demand stream.

“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, via an Apple press release. “We’re excited about the incredible lineup of artists performing and SXSW is the perfect place to debut the first iTunes Festival in the U.S.”

It’s perhaps the biggest announcement yet for SXSW Music, a music festival and industry conference running from March 10-16.



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