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
63 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
63 months ago
I would rather that Apple spends more money on the hardware that it produces.
Score: 14 Votes (Like | Disagree)
jjhny Avatar
63 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
63 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
63 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
63 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)

Popular Stories

Apple WWDC23 macOS Sonoma hero

macOS Sonoma Launching This Week With These New Features

Sunday September 24, 2023 12:45 pm PDT by
Apple previously announced that macOS Sonoma will be released this Tuesday, September 26. The free software update includes many new features and changes for the Mac, including the five that we have highlighted below. In addition to these five features, we have shared the full release notes for macOS Sonoma below for a complete overview of everything new. Desktop Widgets macOS Sonoma...
iPhone 16 Mock Header With Dynamic Island

Skipping the iPhone 15 Pro? Here's What's Rumored for iPhone 16 Pro

Friday September 22, 2023 9:29 am PDT by
Are you skipping the iPhone 15 Pro and waiting another year to upgrade? If so, we already have some iPhone 16 Pro rumors for you. Below, we recap new features rumored for the iPhone 16 Pro models so far:Larger displays: The iPhone 16 Pro and iPhone 16 Pro Max will be equipped with larger 6.3-inch and 6.9-inch displays, respectively, according to Ross Young, CEO of Display Supply Chain...
iPhone 16 Side Feature

iPhone 16 to Include an Additional Capacitive 'Capture' Button

Monday September 25, 2023 12:50 pm PDT by
The iPhone 16 series is expected to gain an additional capacitive button, known internally as the "Capture Button." Codenamed "Project Nova," the button is likely to be one of the main selling points of the iPhone 16 lineup, assuming it gets past the initial testing phase. The Capture Button is located on the same side as the Power button, only positioned slightly lower - where the mmWave cutout...
ipad mini blue

Apple to Launch iPad Mini 7 Later This Year, Industry Report Suggests

Monday September 25, 2023 3:16 am PDT by
Apple could be preparing to release a seventh-generation iPad mini before the end of the year, based on a new report by DigiTimes. In an article discussing stagnating global tablet demand in the second half of 2023, the Taiwan-based outlet forecasts an uptick in Apple's share of the market owing to orders for a "small-size" iPad in the fourth quarter. From the report (see bold): In the...