Sir Paul McCartney is the latest big name to join the line-up for the new iTunes Festival, being launched July 1 by Apple's European arm.

He will be playing on July 5 at the festival's London-based 350-capacity venue, the Institute of Contemporary Arts.

The festival will feature an intimate concert every night from July 1-31, with up to four acts playing a night. Other artists performing include Kasabian, Mika, the reformed Crowded House, plus emerging new acts like the Go! Team and Aqualung.

The festival is an extension of Apple's two-year-old "Live From London" series, a once-a-month concert series at its flagship retail outlet in London's Regent Street. Like "Live From London," the shows at the iTunes Festival will be recorded and made available for paid-for downloads exclusively on iTunes.

Oliver Schusser, director of iTunes Europe, tells "This has taken our live strategy to a new level because we think there is a strong demand for live content in the United Kingdom. We've done such a good job with the recordings and the sound quality that Sir Paul McCartney and his management were more than happy to take part."

It's the latest development in the ex-Beatle's recent conversion to digital music. He recently announced that his entire solo catalog would be made available for download DRM-free (, May 14) and told Billboard that a deal to make the Beatles' catalog available online was "virtually settled" (Billboard, May 10).