Tech giant Apple Inc. has officially kicked off celebrations for its 50th anniversary with a special live performance by Grammy-winning singer Alicia Keys at the iconic Apple Grand Central in New York City.

According to reports by Billboard and Variety, the surprise performance drew a large crowd of fans, commuters and tech enthusiasts inside the historic Grand Central Terminal as Apple began commemorating five decades of innovation and cultural influence.

The intimate event saw Alicia Keys perform some of her hit songs while celebrating the brand’s journey from a small Silicon Valley startup founded by Steve Jobs, Steve Wozniak and Ronald Wayne in 1976, to one of the world’s most valuable technology companies.

Industry observers say the event highlights Apple’s long-standing connection with the music industry, especially through products such as the iPod and services like Apple Music, which have played major roles in shaping modern music consumption.

Reports from The Verge note that the performance is just the beginning of several activities Apple is planning globally to mark its 50-year milestone.

Fans who attended the celebration described the performance as a rare moment where technology, music and culture collided in one of New York’s busiest landmarks, setting the tone for what is expected to be a year-long celebration for the tech giant.