After bringing the iTunes Festival to the US earlier this year at Austin SXSW, Apple’s annual music event in London kicking off next week has been the focus of much of the company’s attention recently. Earlier this week, Apple’s newly acquired Beats Music began promoting the iTunes Festival with a contest within the app to attend the festival.

Apple will also use its retail stores to further promote the event with iTunes Festival Pins to be worn by retail employees to “spark conversation about the event,” according to an internal document obtained by 9to5Mac. Retail employees will also receive iTunes Festival wristbands and redemption codes for music. Select Apple Stores will also host “music-related events” with local artists, according to the document.

Apple’s iTunes Festival runs for 30 days through September and will feature artists including Maroon 5, Pharrell Williams, Deadmau5, Ed Sheeran, Mary J. Blige, and Tony Bennet.

Apple has also been running an Apple TV sale promoting the iTunes Festival in London, which will present performances throughout the month via on-demand and live stream.

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