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 veteransÂ that can identify talent and connect them with record labels.
It shouldnâ€™t be a surprising deal. Denzyl Feigelson, Platoonâ€™s co-founder, has acted as an advisor for iTunes and Apple Music. The startup was also enlisted for Appleâ€™s new â€˜Share Your Giftsâ€™ advertisement.
The ad, which embraces individual creativity, features Billie Eilishâ€™s â€œCome Out And Play.â€ Apple didnâ€™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.