Eddy Cue and Phil Schiller on hand for Apple’s SXSW iTunes Festival

iTunes Festival (teaser 002)

Apple’s SXSW iTunes Festival kicked off last night at the Moody Theater in Austin, Texas. The 5-day concert is the first that the company has hosted in the United States, and will feature performances by a number of high-profile musicians.

London Grammar kicked off the Festival last night, followed by the Imagine Dragons and Coldplay. And a couple of Apple execs were on hand for the show, including SVP of Internet Software Eddy Cue and SVP of marketing Philip Schiller…

Here are tweets sent from the pair last night during the show:

iTunes Festival SXSW will run through Saturday, March 15. Tomorrow night’s lineup consists of Kendrick Lamar, Schoolboy Q and Isaiah Rashad, and acts like Soundgarden, ZEDD and Willie Nelson are sprinkled throughout the rest of the week.

For those who can’t make it out to Austin, you can watch the Festival live [or delayed] on your computer, iOS device or Apple TV via the official iTunes Festival app. You can also catch the performances through Vevo and iTunes Radio .

Did anyone catch last night’s show? What did you think?