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Apple Acquires Startup That’s Hunting for New Music Artists

by Justin Herrick | December 7, 2018December 7, 2018 10:30 am EST

Apple and the music industry are close, but its latest acquisition could tighten the bond even further. It looks as if the Cupertino-based company wants to discover rising artists and offer them a platform to grow. The deal to acquire Platoon, a startup in London, allows Apple to leverage technology developed by industry veterans that can identify talent and connect them with record labels.

It shouldn’t be a surprising deal. Denzyl Feigelson, Platoon’s co-founder, has acted as an advisor for iTunes and Apple Music. The startup was also enlisted for Apple’s new ‘Share Your Gifts’ advertisement.

The ad, which embraces individual creativity, features Billie Eilish’s “Come Out And Play.” Apple didn’t find Eilish on its own. She had worked with Platoon prior to getting signed to Interscope Records. Needless to say, Apple and Platoon are very familiar with each other.


Feigelson will continue overseeing Platoon’s twelve-person team. The facility in London has two recording studios, and operations aren’t expected to be tweaked in any significant capacity.

While letting Platoon resume its activities, Apple will seek to expands its clientele. The artists brought in could also be ported into Apple Music. As Spotify leads in terms of global subscribers, Apple Music has made inroads in select markets including the United States.


Justin Herrick

Justin is easily attracted to power buttons. His interest in technology started as a child in the 1990s with the original PlayStation, and two...