Apple has recently acquired Platoon an artist development startup , reports TechCrunch. Platoon works with creators to produce and distribute their work, and uses analytics to target audiences and build marketing strategies. Some artist that Platoon has worked with in the past include Billie Eilish and Jorja Smith.
Platoon could help 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 helped to lesser known and unsigned artists and can help build long term relationships between the artist and Apple as their career develops.
Now Apple has spent a huge amount investing into music related businesses over the past couple of years, including music identification app Shazam and Asaii, a music analytics company that’s focused on identifying new and emerging artists.
Now it is unclear for now what apple is planning to do with Platoon, but it does fall in line with the company’s trend to improve efforts in providing useful tools not only for indie and smaller musicians, but for listeners who interested in discovery.
Platoon has a good track record of developing artists and acts that later go on to become hits, also it has a good reputation for crafting artist friendly deals the two things that are very helpful from a creator view.
