Apple launches its latest music venture through the Apple Music Festival, a bigger rebranded iTunes Festival that will be held this September at the Roundhouse in London.  

Some of the biggest names in the music industry to anticipate this time are One Direction, Pharrell, Florence + The Machines, and Disclosure. The entire show can be seen live and on-demand on Apple Music.

Fans will also have the chance to listen to Beats 1, Apple's recently launched radio station. Apple will also show backstage news, as well as footage on Apple Music Connect. The rebranded Apple Music Festival will rock for 10 days from September 19 to 28, instead of the usual one-month long celebration.

The rebrand is a move to promote Apple Music as Apple's main music brand. iTunes and Beats are just its secondary music products. This strategy doesn't come as a surprise, but it is fascinating to see Apple transition to streaming.

In Apple's press release, it announced that it will include in the festival Beats 1, which is where the event will be streamed.

One Direction will be on September 22, Disclosure on 25, Pharrell Williams on 26, and Florence and the Machine is 28. There will be six more headliners that are yet to be announced.

There will also be traditional supporting artists that will open every night. It is still basically the same iTunes Festival spectacle.

The iTunes Festival was originally launched in 2007. Some 550 artists have already performed in the grand music celebration. There have been around 500,000 fans that have attended the event since it started.

Some of the biggest names in music that has performed in the festival are Adele, Coldplay, Justin Timberlake, Foo Fighters, Beck, Maroon 5, Muse, Katy Perry, Lady Gaga, Kings of Leon, and more.