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Apple Acquires Startup That’s Hunting for New Music Artists

  • December 08, 2018

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.

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