Spotify has made some significant moves to bypass record labels and work directly with artists, and there are signs that Apple could be eyeing up a similar approach to get a bigger share of original content.
According to a report in Music Business Worldwide and also confirmed by us with sources close to the deal, Apple has acquired Platoon, a startup out of London that works primarily with musicians — but also other creators like writers — to produce (it has its own studios), distribute and sell their work, using analytics to source talent, and figure out the best way to target and market that content: the modern-day tech equivalent of A&R services.
We have reached out both to Apple and Platoon to confirm the acquisition. Sometimes Apple’s deals are not full acquisitions but involve hiring people, such as in the case of a music startup, working in analytics, called Asaii. However we went with this story before hearing back because our source tells us this is “definitely an acquisition.”
Platoon was founded in 2016 by Denzyl Feigelson,