Apple Music to Launch Intimate Concert Venue at Battersea Power Station

Apple is set to open a new concert hall in London located beneath its European headquarters at Battersea Power Station. The 600-capacity venue, named Apple Music Hall, will feature state-of-the-art technology and host performances by major recording artists and emerging bands, all of which will be filmed and broadcast live online.

Oliver Schusser, Apple Music’s vice president, highlighted the facility’s technical capabilities, stating it contains “more cameras and speakers than any venue of its size, anywhere in the world.” The venue is expected to open its doors in the coming weeks.

The announcement comes amid significant challenges for London’s live music industry, which saw 45 venues close last year alone. Between 2020 and 2025, approximately 400 clubs across Britain shut their doors due to rising costs and shifting post-pandemic lifestyles. While the arrival of a well-funded tech company may raise concerns among independent venue owners, Schusser insisted the project is not intended to compete with the existing live business.

“We’re not trying to be in the live business. We’re not trying to compete with anyone,” Schusser told BBC News. He explained that the company’s primary goal is to create high-quality content that connects artists with fans, rather than capturing ticket sales from traditional promoters.

The venue features fluted vaults and brick-lined walls designed to complement the Art Deco architecture of the former power station. Acoustic engineering was a priority, with specially selected bricks used to manage sound reflection. The 38-foot stage is configurable for both traditional front-facing shows and “in the round” performances. Additional amenities include dressing rooms with en-suite showers, costume storage, and dedicated spaces for DJ mixes, writing camps, and rehearsals.

Apple Music Hall also includes new studios for the company’s radio stations, which are relocating from King’s Cross. The entire building is wired for video and audio, allowing artists to record podcasts, appear on radio shows, and perform live streams on the same day.

This initiative marks Apple’s return to London’s live music scene nine years after it discontinued the iTunes Festival. That previous event featured high-profile acts such as Lady Gaga, Elton John, Britney Spears, and Adele at venues like Koko and The Roundhouse.

Culture Secretary Lisa Nandy welcomed the development, describing it as a “huge vote of confidence in the UK as a global creative powerhouse.” Details regarding the opening act are expected to be announced shortly.

The project aligns with broader strategies to differentiate Apple Music from competitors like Spotify and Amazon Music. This approach follows comments made by music executive Jimmy Iovine, who warned that streaming services risk becoming obsolete if they fail to foster a deeper connection between listeners and artists. Iovine, who previously worked with artists ranging from Bruce Springsteen to Tupac Shakur, described current streaming models as “one dimensional” and comparable to an “ATM machine.”

Schusser echoed these sentiments, emphasizing the desire to move beyond anonymous digital consumption. “We want our music services not just to be an anonymous place on the internet where you press a button and music starts playing,” he said, noting that fans increasingly seek to understand the stories behind the music.