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The Apple Music Festival (formerly known as the iTunes Festival) is a music concert series sponsored by Apple Inc.; first held in 2007. Free tickets are given to Apple Music, iTunes and YPlan users and fans, who live in the United Kingdom, through localized prize draws. Performances are also streamed live and available to view afterwards, free of charge, for a limited time on Apple Music, iTunes and Apple TV. In London, the Apple Music Festival has become an annual music festival which takes place in September at The Roundhouse art centre in Camden Town. The series made its United States debut with five days of free performances at the Moody Theater in March 2014, alongside the South by Southwest (SXSW) music showcase in Austin, Texas. In August 2015, the iTunes Festival was rebranded as the Apple Music Festival.