【sahara, essence of eroticism】

Apple's 10 year run of festival organizing is sahara, essence of eroticismover. For now, at least.

Apple confirmed on Monday with Music Business Worldwidethat the annual Apple Music Festival had been cancelled for the foreseeable future.

Held annually at London's Roundhouse, the Apple Music Festival (formerly iTunes Festival) started in 2007, and has billed the likes of Amy Winehouse, Paul McCartney, Katy Perry, Adele, Arctic Monkeys, Coldplay, One Direction, Lady Gaga and more over the past 10 years.

The festival rebranded as Apple Music Festival in 2015 and morphed into a 10-night event. Last year's lineup indicated the festival was in a pretty damn good place, with Elton John, Chance the Rapper, Alicia Keys, Britney Spears (with that backflip), Calvin Harris, The 1975, and more on the bill.

It's been a significant Apple Music marketing initiative, with Apple broadcasting performances live and on-demand to Apple Music members for free, with extra backstage coverage on Beats 1.

As MBWnotes, the end of the festival won't mark the end of Apple Music events overall. But if this year's awkward SXSW party is any indication of the next wave of Apple Music events, we might just leave the RSVPs to those with an affinity for flower crowns.

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