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Apple reportedly bought startup focused on discovering new musicians

Apple is not to be trifled with Apple Music, signing exclusive contracts with giants of the phonographic industry, providing an interesting catalog of own documentaries and musical series and even exhibiting some of the Grammy nominees at first hand. Now, it seems that the platform's newest endeavor has to do with another aspect of the musical experience: the discovery of new artists and promising talents.

As the Music Business Worldwide, Ma would have closed the acquisition of startup london Platoon, focused precisely on offering a platform for beginning music artists to create and distribute their work. The company was founded in 2016 and has as one of its creators Denzyl Feigelson, a veteran of the phonographic industry who has even served as an Apple consultant on matters related to iTunes and Apple Music since 2003, and was one of the creators of the late Apple Music Festival.

One of the greatest examples of startup the singer Billie Eilish, who started publicizing his work precisely on the Platoon platform before winning the spotlight and signing a millionaire contract with giant Interscope Records (and starring in this year's Apple Christmas commercial). . Other names released by the company include Jorja Smith, Rex Orange County, Jacob Banks and Stefflon Don.

The terms of the acquisition were not actually disclosed, there is not even an official confirmation of the purchase, as Apple has not yet issued the standard statement that ?it has a habit of buying smaller companies from time to time and does not discuss its plans or purpose ?. According to reliable sources linked to the TechCrunchhowever, the transaction is already closed and the team of 12 people will continue to work in London (United Kingdom), now subordinated to Cupertino.

The move is a demonstration that Apple is also interested in the part of the industry that involves new talents and figures still unknown, things that Spotify has always handled more skillfully. It makes sense: by embracing promising artists, Ma can deal directly with them instead of engaging in millionaire contracts with giant record labels, shaping the music scene instead of trying to follow it.

The Platoon acquisition relates to another recent Apple operation: hiring part of Asaii's team (including the three founders), startup dedicated to discovering new music and talents on the internet through machine learning.

We'll see what comes out of that story.