"The iTunes Festival is a great way for us to share our love of music with our customers with free tickets for 30 nights of incredible music," Oliver Schusser, senior director, iTunes International, told me. "Plus, it gives artists exposure to millions of iTunes customers around the world who can view the live streams on their iOS devices and Apple TV."
The second part of what Schusser said is key. Even if the iTunes Festival were only a free local event, bands would still want to be a part of it. The concerts are streamed to millions of viewers around the world -- just the kind of exposure that can kickstart a musician's career.
The evidence of what the opportunity means for a band could be seen on the Festival stage. Phox, Tuesday night's opening act, thanked iTunes for the opportunity again and again. Even the night's headliners, The Lumineers, thanked Apple. Everyone knows how important this is.
A successful performance at the iTunes Festival can mean a huge increase in sales for the band. I know people on my Twitter feed who hadn't heard of Phox before but bought their album after watching the band on Apple TV. A twitter feed isn't an indictor of sales, but it does show how much people liked the show, and that's what the musicians want.
I spoke with Bill Lonero, lead guitarist for San Jose-based rock band Lonero, about iTunes Festival and what it means for a band. Lonero has never played the festival, but as a musician with several albums to his credit, he sees the benefits. Being aligned with Apple, promoted alongside Apple, then playing the festival and being streamed around the world is huge for bands big or small.
"There is no downside to being part of the iTunes Festival," he says.