The making of the iTunes Festival.

The iTunes Festival will see more than 60 artists performing at London's ICA during July. iTunes Europe director Oliver Schusser talks Music Week through the strategy for the event

Quickfire

You recently confirmed Paul McCartney on the bill. How much of a coup is it to get him performing at the ICA?

It's a phenomenal opportunity for everyone - for the fans, for us and for him - to present his new work. If you look at our history of doing live events and doing the Live From London shows at the Apple store over the past two years or so, we've been very excited to have great artists playing there from the Stereophonics and Keane to Richard Ashcroft and David Gray - really big productions that have been very successful afterwards. This festival is really stepping up that strategy to a whole other level.

How did the McCartney show come about?

We approached a number of different labels and artists with the idea of doing the festival and he was excited about the opportunity. We're glad that everything's worked out.

The announcement will invariably lead to increased speculation that The Beatles catalogue is coming to iTunes...