Apple Has Reportedly Acquired British Startup 'Platoon' Focused on Discovering Up-and-Coming Music Artists

Apple has acquired Platoon, a London-based A&R startup focused on discovering rising music artists, according to Music Business Worldwide.

platoon
Platoon was founded in 2016 by Saul Klein, co-founder of defunct British video-on-demand service LoveFilm, and Denzyl Feigelson, who is a 40-year music industry veteran and has been advisor to Apple about matters related to iTunes and later Apple Music since 2003, according to his LinkedIn profile.

The startup reportedly worked with California singer Billie Eilish before she signed to Interscope in 2017. The 16-year-old recently debuted a new song "Come Out And Play" as the backdrop to Apple's "Share Your Gifts" holiday ad.



Feigelson will lead Platoon's team of 12 full-time employees from its London headquarters, where it has two recording studios, according to the report. Platoon is expected to continue supporting artists across areas including tour support, original content, social media marketing, and global expansion strategies.

A&R, for those unaware, is all about talent scouting and overseeing the artistic development of recording artists and songwriters. A&R representatives often act as a liaison between artists and record labels or publishing companies.

Typically when Apple makes an acquisition, it issues a statement that reads "Apple buys smaller technology companies from time to time, and we generally don't discuss our purpose or plans." Apple has yet to confirm the Platoon acquisition, however, and some acquisitions turn out to be acqui-hires instead.

If the acquisition did happen, though, it will likely aid the Apple Music team's ability to continue discovering original music from up-and-coming artists. Apple Music already highlights emerging artists through its "Up Next" program.

Update: British newspaper The Telegraph also reports that Apple has acquired Platoon, citing a source close to Apple.

Top Rated Comments

AngerDanger Avatar
26 months ago

I would rather that Apple spends more money on the hardware that it produces.

For those of you playing MacRumors Bingo, please mark the “focus on hardware” box:



Attachment Image
Score: 18 Votes (Like | Disagree)
Plutonius Avatar
26 months ago
I would rather that Apple spends more money on the hardware that it produces.
Score: 14 Votes (Like | Disagree)
jjhny Avatar
26 months ago
Where are they going? It is like Apple is meandering about rudderless. Buying a music production startup?

Rebuild your main eco system of devices. They are wasting their technical talent on peripheral curiosities.

I feel like Apple is just lost and wandering. Luckily they had the inertia that the iPhone gave them after Jobs died. But they have to refocus on getting all their products back into the "insanely great" category.

(P.S. - If they use iTunes to sell these songs, I'll never be able to find them. Spend some money to fix that)
Score: 9 Votes (Like | Disagree)
DocMultimedia Avatar
26 months ago
I sure hope someone at Apple has a big picture of their future. I really can't see it. Luckily, I don't run a big company.
Score: 6 Votes (Like | Disagree)
EvilEvil Avatar
26 months ago

I would rather that Apple spends more money on the hardware that it produces.

Also better UX and UI designers.
Score: 4 Votes (Like | Disagree)
kmm1482 Avatar
26 months ago
Why do I get the feeling it will just turn into “Here’s more Drake and Taylor Swift!”?
Score: 4 Votes (Like | Disagree)

Top Stories

m1 chip macbook air pro

Kuo: Redesigned MacBooks With Apple Silicon to Launch in Second Half of 2021

Tuesday November 24, 2020 7:53 pm PST by
Apple plans to release additional MacBook models with Apple Silicon in the second half of 2021, according to analyst Ming-Chi Kuo, as part of the company's two-year transition away from Intel processors across its Mac lineup. In a research note today, obtained by MacRumors, Kuo said that these MacBook models will feature a new design. Kuo did not specify which models these will be, but he...
Apple Watc black friday 20 sale feature

Apple Black Friday 2020: Best Apple Watch Deals [Updated]

Wednesday November 25, 2020 4:01 pm PST by
Black Friday sales have begun on a variety of products, including the Apple Watch. There are quite a few deals across the Apple Watch lineup this year, including one of the lowest price we've ever seen the Apple Watch Series 3. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep the...
AirPods Pro black friday 20 sale feature 2

Black Friday 2020: AirPods Pro Reach Lowest Price Ever [Updated]

Wednesday November 25, 2020 3:22 pm PST by
Black Friday has kicked off this week, and one of the first major sales for the AirPods Pro is available right now on Walmart. You can find this deal below, along with a few other solid discounts on the regular AirPods. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site...
13 16 inch macbook pro air trio

Reliable Leaker Suggests Redesigned MacBooks in 2021 Will Include Both Apple Silicon and Intel Models

Wednesday November 25, 2020 9:15 am PST by
Reliable leaker known as "L0vetodream" has today suggested on Twitter that redesigned MacBooks coming in the second half of 2021 will include models with both Apple Silicon chips and Intel processors. The brief Tweet came in response to a MacRumors article from earlier today, which outlined a report from Ming-Chi Kuo claiming that Apple plans to release redesigned MacBook models with Apple ...
mac mini macbook pro macbook air

Apple M1 Hands-On Comparison: MacBook Air vs. MacBook Pro vs. Mac Mini

Monday November 23, 2020 3:40 pm PST by
Apple's M1 Macs are out in the wild now, but ahead of the holidays, you might still be trying to figure out which one to pick up, either for yourself or as a gift for someone else. We've got all three of the new Macs available, so we thought we'd give MacRumors readers a hands-on overview of each machine in our latest YouTube video. Subscribe to the MacRumors YouTube channel for more videos. ...
app store christmas icon

Apple Shutting Down App Store Connect From December 23 to December 27

Monday November 23, 2020 10:14 am PST by
Apple shuts down App Store Connect for a week around the holidays each year in an effort to give App Store staff time off from work. This year, App Store Connect will be unavailable from December 23 to December 27. With App Store Connect unavailable, Apple will not accept new apps or app updates, so all pricing changes and new app submissions need to be locked in before those dates for...
iPads black friday 20 sale feature

Apple Black Friday 2020: Best iPad Deals

Tuesday November 24, 2020 8:51 am PST by
Although we're still a few days away from the official launch of Black Friday, we've known for a few weeks that many retailers would be kicking off discounts ahead of November 27. Because of this trend, today we're tracking discounts across Apple's lineup of iPads, including the 10.2-inch iPad and 2020 iPad Pro. More sales are likely to appear as the week progresses, and when they do we'll update ...
Target November Deals 1

Black Friday Spotlight: Target Begins Week-Long Sale With Deals on iPhone 12, Powerbeats Pro, and More

Monday November 23, 2020 8:07 am PST by
We've been tracking early Black Friday deals in our dedicated Black Friday Roundup, and in an effort to prepare our readers for the big shopping event we're highlighting sales store-by-store in the lead-up to November 27. Note: MacRumors is an affiliate partner with Target. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running....
new mac mini logicpro screen

M1 Macs Able to Run Up to Six External Displays Using DisplayLink

Tuesday November 24, 2020 6:53 am PST by
It is possible to run up to six external displays from the M1 Mac mini, and five external displays from the M1 MacBook Air and MacBook Pro, with the aid of DisplayPort adapters, according to YouTuber Ruslan Tulupov. This far exceeds Apple's specified limits on external displays with the M1 Macs. Apple's host of new M1 Macs are not capable of supporting as many external displays as their...
2020 apple shopping event

Apple Offering Up to $150 Gift Card With Select Products on Black Friday Through Cyber Monday

Monday November 23, 2020 2:53 am PST by
Apple has announced its annual four-day shopping event, offering customers up to a $150 Apple Store gift card with the purchase of select products between Black Friday and Cyber Monday in the United States. The gift card values in the United States are as follows: $150 for 16-inch MacBook Pro $150 for 21.5-inch iMac $50 for 13-inch MacBook Pro $50 for MacBook Air $50 for iPhone SE,...