Apple Inc. plans to open a new concert venue in London, located beneath its European headquarters at Battersea Power Station. The venue, which will have a capacity of 600, is designed to host live performances by major artists and emerging bands, with all shows filmed and broadcast live online. Oliver Schusser, Apple Music's vice president, stated that the venue will feature more cameras and speakers than any other venue of its size globally. The opening is anticipated in the coming weeks.
The initiative comes amid challenges for London's live music scene, which saw 45 venues close in the past year. Nationally, approximately 400 clubs in Britain are expected to close between 2020 and 2025, attributed to rising living costs and lifestyle changes following the COVID-19 pandemic. Schusser emphasized that Apple Music does not aim to compete with existing venues, stating, "We're not trying to be in the live business. We're not trying to compete with anyone." He noted that the venue's purpose is to connect artists with fans and provide content for Apple Music.
The venue, named Apple Music Hall, signifies Apple's return to London after discontinuing the iTunes Festival nine years ago. Culture Secretary Lisa Nandy praised the development as a strong endorsement of the UK’s creative sectors. The venue will feature a 38-foot stage adaptable for various performance styles, and it will include new studios for Apple Music's radio stations, moving from King's Cross.
The facility is designed to facilitate seamless content creation, allowing artists to record podcasts, participate in radio shows, and live-stream performances. Schusser highlighted the importance of fostering connections between artists and fans, referencing comments made by music mogul Jimmy Iovine regarding the need for streaming services to evolve beyond mere music delivery. Schusser expressed a commitment to promoting new artists and addressing stagnation in listening habits.
As part of its strategy, Apple Music aims to create unique content that differentiates its service from competitors such as Spotify and Amazon Music. Schusser noted the challenges in the music industry, particularly the reliance on established catalog music, and emphasized the need to support new talent for the future of the industry.