Apple’s annual music festival held in London has come to an end after 10 years. It’s uncertain why Apple is ending the festival, but the company’s latest efforts have instead been going towards one-off events and original content such as the Carpool Karaoke spin-off series, Music Business Worldwide reports.

Originally founded in 2007, as the iTunes Festival, the event’s name was changed to the Apple Music Festival in 2015, as part of a rebranding. The final Apple Music Festival was held in 2016, and featured performances from Alicia Keys, Bastille, Britney Spears, Calvin Harris, Chance The Rapper, OneRepublic, The 1975, Elton John, Robbie Williams and Michael Bublé. Previous festivals have featured appearances from Kendrick Lamar, Pharrell Williams and The Weeknd.

While the festival may now be over, concertgoers will still see the Apple Music name at various events. The brand was recently a sponsor of Haim and Skepta shows in London, as well as an Arcade Fire concert in Brooklyn. The company also sponsored Drake’s Summer Sixteen Tour in 2016 and continues to host live music sessions from artists on the rise.

Apple Music also appears to be getting into the documentary business, as XXL learned the company is producing a documentary on Chief Keef called The Story of Sosa: The Movie. The film will cover the 21-year-old rapper’s life and is expected to be released in December to celebrate the five-year anniversary of Keef’s debut album Finally Rich.

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