The folks at Apple Music and Beats 1 upped-sticks earlier this week to move their operation to a new, temporary location on 612 W 4th Street for this year’s South by Southwest.
Featuring live performances and interviews with the likes of Spoon, Vince Staples, The Chainsmokers and the AirPods ad-featuring Marian Hill – alongside risers: Austin Millz, Brittany Sky and Southside – the week-long music event will mark only the second time that Apple has taken over South x Southwest, as 2014‘s then-named “iTunes Festival” takeover of the event featured performances by big names such as Coldplay, Imagine Dragons … and more.
It would be a mistake to think you can just turn up to one of the company’s live shows and be greeted in with open arms, however.
As with everything Apple nowadays, the event is being kept strictly exclusive – with only those wearing badges and holding wristbands able to enter the venue.
While the super-secret gigs are taking place in a members-only area that has been fenced-off from the the public – though, both the Apple Music and Beats 1 social accounts have been non-stop posting from inside for venue … for those unlucky enough to have been left out in the cold.
It it not yet clear if these live performances will eventually become available as audio (or video) replays that can be re-streamed by Apple Music members, but, right now at least, Beats 1 does appear to interspersing parts of its live coverage from the event in-between its regular programming.
Beats 1’s Matt Wilkinson is currently live and on-air from the SXSW event. The show is scheduled to run from 4:00-6:00am (London).
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