Apple Music Festival

So I think, like, it'll be interesting to see whether the kind of Apple stuff has more pull, and whether you see a lot more of those in collaboration with, like...

Kinda like the iTunes Festival that they used to do years and years ago.

Uh, 'cause yeah, obviously massive, massive opening run.

But six months from now when everyone's kind of, the novelty's worn off, can they still...

Well, we've had a long history of music in London.

We started this a long time ago with this thing we did here called the iTunes Music Festival.

And part of it was always to try to give fans an experience of that they just couldn't get anywhere else.

It's a place that's designed first and foremost for the artists and the fans to connect in a small venue with the latest and greatest sound system and technology that you could possibly have so that they can experience the music in a way they've never had before.

And, uh, you know, give a nice intimate experience to the people that go there and then immediately have it as like an Apple Music exclusive.

It kind of harkens back to, they used to do the iTunes Festival.

Oh yeah, yeah.

In London.