New Apple Music Live concert events kicking off next Thursday at Milan’s Piazza Liberty store

With the iTunes Festival no longer a thing, Apple has turned its attention to smaller events. Today, it announced a new concert event series, named Apple Music Live, starting with the first event at Apple’s Piazza Liberty store in Milan, Italy next Thursday, March 28 at 8pm local time.

According to the Italian edition of Rolling Stone, the first Apple Music Live event will be headlined by Italian singer and songwriter Marco Mengoni. The event is free for those who have singed up for tickets ahead of time through Apple’s website.

The report mentioned that additional concerns will be held in the coming months, with the event officially ending in October with a performance by Italian pianist Ludovico Einaudi. It’s unclear if Apple Music Live will be a one-off event or an annual occurrence.

Not a long time ago, Apple used to hold big concerts at the Roundhouse art centre in Camden Town. Called iTunes Festival and later rechristened as Apple Music Festival, the event series was inaugurated in 2007 before ending abruptly a decade later in 2017 without explanation.

Tickets for those concert were free via localized prize draws and performances were streamed live and available to view afterwards.

Although Apple Music Festival launched in the US in March 2014, it was unfortunately canceled shortly thereafter because Apple couldn’t keep pace with the way more popular South by Southwest (SXSW) music showcase in Austin, Texas.