Apple has purchased artist development startup Platoon, According to a report inMusic Business Worldwide. Platoon works with the Musicians and also other creators like writers to produce and distribute their work. It uses analytics to target audiences and to build market strategies. In the past Platoon has worked with artists like Billie Eilish and Jorja Smith.
The acquisition of Platoon could help the company in serving to bolster Apple’s Up Next platform, Which allot resources to upcoming artists. In 2017, Rapper 6lack debuted and becomes the first participant in Up next, as part of the program, he receives marketing lead like an interview and live performance on Beats 1, an appearance on The Late Late Show With James Corden, and more.
Moreover, Apple has spent a good amount of money into the field of music-related businesses over the past couple of years, which includes music identification app Shazam and Asaii that is a music analytics company focused on identifying new and emerging artists.
Artist development startup platoon was founded in 2016 by Denzyl Feigelson, Ben Grabenir, and Saul Klein. Few sources have reached out to Apple and Platoon to confirm the acquisition, however, Apple plans are still unclear that what the company wants to do with this Music startup. Apple might want to improve Platoon’s efforts in providing useful tools not only for indie and small-scale artists and Musicians but for listeners who interested in new music.
The platoon had a bright track record of creating such acts or music which later became a hit, plus they have a good reputation in giving artist-friendly deals, these are the two things which are incredibly appealing from a creator viewpoint. On the other hand, Soundcloud is offering Self-monetization and Spotify will soon launch self-monetization.