Apple Acquires Platform for Discovering Emerging Musical Talents - Niroka Tech


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Tuesday, December 18, 2018

Apple Acquires Platform for Discovering Emerging Musical Talents

In order to strengthen its music services, Apple has bought a small startup that works to discover and develop musical talent. It confirmed its acquisition of Platoon, which helps independent artists financially support, distribute and market their output, while not disclosing the financial value of the acquisition.

The acquisition of Platoon is expected to serve primarily the Apple Up Next platform for talent development that began in 2017, where the first 6lack rapper was the first to experiment, and Apple is also broadcasting its songs through its music service and its iTunes store.

In the past few years we have seen the company invest in this aspect. Its acquisitions included Shazam's track recognition application, moving slightly away from the content by acquiring Asaii, which specializes in music content analysis, and today in Platoon to discover talent in a deal where the company did not specify the role of the platform But it is clear that Platoon will play a key role in developing small talent, expanding the platform globally and owning a new weapon against its competitors, which will bring positive returns to Apple's music services and increase its share of the global market.

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