Apple acquires musician development platform Platoon

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Apple continues to expand its media-related services and its latest acquisition hopes to grow its business in the music realm. Apple reportedly just bought Platoon, a London-based startup that works primarily with musicians (but also other creators like writers) to produce, distribute, and sell their work. The company makes use of analytics to source talent and figure out what’s the best way to market their talents, which TechCrunch likens to being a “modern-day tech equivalent of A&R services.”

Apple hasn’t officially confirmed the news nor what it plans to do with the company. But it can boost its Up Next platform, which focuses on working with up-and-coming artists. It’ll also help with music discovery for its users, perhaps even offer exclusives to its subscribers. From a creator’s perspective though, it could help Apple draw in lesser-known, unsigned artists and establish a long-term relationship with them. Platoon has worked with the likes of Billie Eilish and Jorja Smith before they got signed to big labels.

Source: The Verge