Apple kicked off its iTunes Festival event at SXSW tonight with Apple execs Phil Schiller and Eddy Cue in the crowd. Tonight’s show will feature performances by Coldplay, Imagine Dragons, and London Grammar. The entire event is being live-streamed on a dedicated Vevo page and Apple TV channel.

The five-night event will also have performances by Kendrick Lamar, Pitbull, Keith Urban, and more. You can view the full lineup and more in the free iTunes Festival app, which launched last week.

Schiller and Cue both tweeted photos from the Imagine Dragons concert:

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2 Responses to “iTunes Festival kicks off at Austin SXSW with Coldplay and more, Apple execs in the crowd”

  1. I spent over an hour trying to download the iTunes app so I could watch and hear the Festival in Austin, specifically Keith Urban. After a frustrating hour I thought I had it downloaded and could see the last 30 mins. of Keith Urban, I was told my password was incorrect three times. Really? I had written it down. I was told I would be sent an email shortly. To date nada. This is why I buy music from Amazon. I’m so disappointed. I had the same experience trying to create an account so I could download music for my granddaughter. I really don’t know why people like Apple products so much. I find it confusing and frustrating. Help!!!! I suppose there’s no way I can receive a download of Keith Urban’s performance now, is there?