Apple Acquires Platoon Emerging Artists Marketing Platform

Apple has acquired U.K. based music creative services and artist development startup Platoon, according to multiple reports. The startup's co founder, Denzyl Feigelson, is a long time consultant for Apple and produces its annual UK iTunes Festival.

Platoon launched in 2016 under the moniker "as launchpad for fearless creatives."  The startup has had some success with  Billie Eilish who went on to signed with  Interscope, Stefflon Don who inked with Universal Polydor and Jorja Smith who stayed indie with an Orchard partnership. 

While Apple's plans for Platoon are unclear, Apple Music has lagged behind Spotify and Pandora in its efforts to provide useful support of new and indie musicians.

In recent months Apple has also acquired Asaii and Shazam to improve Apple Music's data driven recommendations and new talent. In theory, Platoon could help turn those identified artists into stars.  

Because Platoon work with new and emerging artists who sometimes go on to sign with labels, the acquisition will likely not be seen as a threat by the labels.