(CBS SF/AP) – iTunes is putting its stamp on South by Southwest, piggybacking on the annual event hosted by the city of Austin, Texas, with its own music festival.

Cupertino-based Apple said Wednesday it will debut its popular iTunes Festival, a free concert series held in London for the past seven years, at SXSW 2014. While the London version is a 30-day event, the U.S. festival will last from March 11-15, with five nights of rock, country, pop and hip-hop held at the ACL Live at the Moody Theater, where Austin City Limits is held.

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iTunes said the festival will feature a mix of new and established artists, including Coldplay, Keith Urban, Imagine Dragons, ZEDD, Pitbull and London Grammar.

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iPhone, iPad, iPod and Apple TV users can stream the concerts for free through the iTunes Store.

South by Southwest, an international showcase for music, film and interactive projects, will be held from Friday, March 7 through Sunday, March 16.

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