Apple opens intimate new music venue in historic London building

Apple reveal new music venue in Battersea Power Station (Picture: Apple Music)

Tech giant Apple has revealed its next big move – and we’re not talking about the latest phone announcement.

Nestled in the centre of Battersea Power Station, Apple is launching a new music venue for one-off shows and intimate sessions.

The 600-capacity hall sits underneath the US company’s European headquarters and has been several years in the making.

Metro visited the top-secret venue for a sneak preview, and Apple has spared no expense making the power station sing.

With its separate entrance, once inside, you completely forget that there’s an entire shopping centre on the other side of the wall.

The arch lighting, plush red seats and warm brick colours gave it the feeling of an old-style theatre or cinema rather than a raucous music venue.

The maximum capacity is 600 fans for standing gigs (Picture: Apple Music)

The hall itself has a 38-foot-wide stage at one end taking up about a quarter of the room, meaning fans will be incredibly close to the artist.

As well as balcony viewing and seats at the back, there is tiered seating tucked away to transform the venue into a cosy screening room or all-seated gig.

None of it feels too Silicon Valley, though, with the brickwork, fluted arches and Art Deco look of the almost 100-year-old building echoed inside the new venue.

The real jewel in Apple’s plan is the 48-speaker spatial audio system, giving fans an immersive and intimate concert with their favourite artists.

There’s also a huge camera set-up – hidden, of course – to allow gigs to be recorded for Apple Music users to watch on global livestreams.

A new, smaller venue opening is refreshing news for Londoners, after 45 live music spaces closed last year alone.

Fans won’t even need to walk through the shopping centre (Picture: Apple Music)

The trend has been seen across the country, with smaller venues struggling to stay afloat in the cost of living crisis when people are going out less.

However, our guides assured us the plan is not to compete or be a promoter but instead to create a one-off space for artists to connect with fans.

‘Apple’s deep love for music dates all the way back to the very beginning, from the launch of the iPod to the long-running iTunes Music Festival to the debut of Apple Music,’ said Oliver Schusser, Apple’s vice president of Apple Music and International Content.

‘Today, with the opening of Apple Music Hall, we are once again taking an unprecedented step further in our commitment to artists and fans by supporting live music in ways only Apple can do.’

Backstage has everything an artist could need (Picture: Apple Music) Including some really comfy-looking sofas (Picture: Apple Music)

That’s not all Apple has built under its European headquarters, though, with the new construction also revealing an expansive backstage area.

We walked through a labyrinth of rooms, kitted out with everything an artist could need and more.

Radio studios, purpose-built podcasting rooms, two dedicated recording studios and even a room just in case they want to start songwriting there and then.

‘At Apple Music, we care deeply about music, the artists who make it, and their life stories,’ said Zane Lowe, host for Apple Music 1 and Apple Music’s global creative director.

‘We’re always looking for new opportunities to connect the artists and the fans because we are fans. What better way to celebrate this relationship than a new music venue where we get to experience amazing music in an amazing space and share it with the world. Great music and memories will be made at Apple Music Hall.’

The three dressing rooms are nicer than most hotels, with showers, makeup stations and a hang-out area that overlooks one of the turbine halls.

There’s several recording studios and radio booths too (Picture: Apple Music) Apple hopes artists will use this for one-off shows and fan experiences (Picture: Apple Music)

Your favourite artist could be watching while you shop below, and you’d have no idea.

Culture Secretary, Lisa Nandy, said: ‘This is a huge vote of confidence in the UK as a global creative powerhouse. When a company of Apple’s scale backs British music and talent, it’s a signal of just how strong our creative sectors really are. 

‘Our industrial strategy is all about making Britain one of the best places in the world to invest, and the creative industries are a key part of that. These sectors are not only a source of immense national pride, but they also deliver real economic value for the country.’

It appears Apple really have thought of everything an artist could possibly want; the real test will be whether fans feel the same.

Get in touch with our news team by emailing us at webnews@metro.co.uk.

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