Since its launch last summer, people have been calling for Apple’s streaming music service Beats 1 to offer up more unique content like live streams of concerts and listening parties. At long last, it appears as if that request is coming to fruition. The Apple Music Snapchat account has recently been promoting a Beats 1-sponsored concert by popular band ‘The 1975,’ whose new album comes out this Friday.
The concert was confirmed on Twitter by the band and will be streamed live on Apple Music this Thursday, February 25th at 9AM PT/12PM ET. It’s unclear if the performance will be streamed exclusively via Beats 1, or if Apple will also share a live video stream of the event, but the stage setup seems to hint that a video will at least be filmed.
The concert will take place in Los Angeles on an undisclosed rooftop and will feature The 1975 playing tracks from their new album I Like It When You Sleep For You Are So Beautiful Yet So Unaware Of It.
Since the launch of Beats 1, people have been calling for Apple to offer things like live streaming concerts and this partnership with The 1975 is the first time the company has done so. Apple, of course, holds its annual Apple Music festival (formally known as the iTunes Festival), which is live streamed, but live events have been limited apart from that.
Apple has been working hard to bring more exclusive content to Apple Music. Back in December it released an exclusive Taylor Swift tour documentary, while new music is often premiered during shows on Beats 1.
While the live The 1975 concert is not necessarily a full-fledged concert and instead a more intimate performance, it signals the potential that Apple is working to showcase more live events. When it comes to music, live concerts are one of the most popular ways for true fans to enjoy content, so if Apple really wants to hone in on the avid music fans, live concerts are way to do so.
Tune in to Beats 1 at 9AM PT/12PM ET to hear The 1975 give a live performance.