Apple Music to Open New Concert Venue Beneath London Headquarters

Apple is set to open a new, state-of-the-art concert venue beneath its European headquarters at London's Battersea Power Station. The 600-capacity space will feature one-off shows by major recording artists and emerging bands, all of which will be filmed and broadcast live online.

According to Oliver Schusser, Apple Music's vice president, the venue is equipped with "more cameras and speakers than any venue of its size, anywhere in the world." It is expected to open in the coming weeks.

The opening comes at a critical time for London's live music scene, which has seen significant pressure, with 45 venues closing in the capital last year alone. This trend is part of a national pattern, with approximately 400 music clubs in Britain closing between 2020 and 2025, exacerbated by the cost of living increases and post-COVID lifestyle changes.

Schusser emphasized that the new venture is not intended to compete with existing live music venues. "We're not trying to be in the live business. We're not trying to compete with anyone," he stated. "We're going to run the venue like a venue, with tickets and everything, but the sole purpose for us is to do great work with artists, to connect artists with fans, and to broadcast the content on Apple Music."

BBC News was given an early look at the intimate venue, which retains the Art Deco architecture of the former power station with fluted vaults and brick-lined walls. The bricks themselves have been specially selected to absorb sound. The stage measures 38 feet and can be configured for various performance styles. The facility also includes dressing rooms with en-suite showers and costume storage.

Beyond the concert space, the building will house new studios for Apple Music's radio stations, which will relocate from their current King's Cross location. Dedicated rooms for DJ mixes, writing camps, and band rehearsals are also included. The entire facility is wired for both video and audio, allowing artists to record podcasts, appear on radio shows, and live-stream concerts within the same day.

Schusser explained that Apple Music aims to enrich the streaming experience beyond simply pressing play. "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. He noted the current streaming model can be isolating for artists, with music often delivered via labels and placed on playlists without deeper engagement.

Apple hopes the venue will foster a stronger connection between artists and fans, allowing listeners to learn more about the artists and their creative processes. Furthermore, the company aims to use the space to promote new and upcoming bands who may struggle to gain traction in an industry where listening habits can stagnate and established catalogue music often dominates.

"It's one of the biggest opportunities and challenges we have in the music business right now," Schusser commented. "There are too many artists who rely on [their back] catalogue. Catalogue music is great, but we need to make sure we have a new era of catalogue music in 10, 20, years from now."