The iTunes Festival, which is taking place in the US for the first time and will take place at SXSW in Austin, Texas from March 11-15, will be accessible through an iTunes Festival channel on Apple TV as well as through an iOS app. iTunes Festival is free to watch through these channels and will feature Kendrick Lamar, Pitbull, Coldplay, Imagine Dragons, Keith Urban and Willie Nelson and Soundgarden. Apple TV owners, can go check it out starting now.