Apple acquires artist development startup Platoon

Apple has acquired artist development startup Platoon, reports TechCrunch. Platoon works with creators to produce and distribute their work, and it uses analytics to target audiences and build marketing strategies. Notable acts Platoon has worked with in the past include Billie Eilish and Jorja Smith. The acquisition of Platoon could serve to bolster Apple’s Up Next platform, which allocates resources to up-and-coming artists. Rapper 6lack was the first participant in Up Next when it debuted in 2017, and as part of the program, he received marketing perks like an interview and live performance on Beats 1, an appearance on The Late Late Show With James Corden, and more. These tools have appeal to lesser-known and unsigned artists and can... Continue reading…

Apple acquires artist development startup Platoon

Apple has acquired artist development startup Platoon, reports TechCrunch. Platoon works with creators to produce and distribute their work, and it uses analytics to target audiences ...

Fri 7 Dec 18 from The Verge

Apple acquired Platoon, a platform for musicians to create and distribute work

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 ...

Fri 7 Dec 18 from TechCrunch

Apple reportedly amps up music push with Platoon acquisition - CNET

Platoon develops new musicians in the UK and US.

Fri 7 Dec 18 from CNET

Apple buys British music business Platoon 

Fri 7 Dec 18 from Telegraph.co.uk Tech

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