Apple Music will now start live streaming concerts from big artists as part of their new series as they are kicking off with a hairy style show that will be live in 167 countries. The concert in real life is taking place at UBS Arena and Long Island, New York, and it’s effectively a record release party for Harry Styles, whose third album, Harris House, comes out on the same day. The landing page on Apple Music for the event does include an interview with Harry.

It’s a really great way for artists to promote new releases and give people a sense of what their live shows are like and sell more tickets. Also, helping Apple persuade fans of artists that like going to live shows and subscribe to their service. Harry’s gig, called “One night only New York” Will be available for streaming on 9:00 PM Eastern Time on Friday. So people on the other side of the world will also be able to catch up with the show at a more reasonable time. Just like Apple Music, other platforms have tried streaming live shows to viewers as well. Like YouTube streaming, Coachella and Hulu with Lollapalooza, Austin City limits, music festivals and Amazon Music has baked in artists Twitch streams as well.

Even though other competitors are working for it, Apple has already a lot of experience with live streaming concerts as they started running the iTunes Festival could later known as the Apple Music Festival in 2007 after they brought it to the United States in 2014.