Recently, according to foreign media reports, Apple acquired the artist entrepreneurship development company Platoon.
Platoon works primarily with artists/creators to publish their work and analyze the audience to develop marketing strategies. It has worked with renowned singers Billie Eilish and Jorja Smith.
Foreign media analysts said that the acquisition of Platoon will help develop Apple’s Up Next platform, which is designed to help up-and-coming artists allocate resources to attract unnamed and unsigned artists to help them build their careers while building their Long-term relationship with Apple.
In the past few years, Apple has spent a lot of money on music-related businesses, such as the acquisition of music-visual company Shazam and music analysis company Asaii.
It’s unclear how Apple plans to leverage Platoon’s capabilities, but it seems they are considering attracting more artists but to their own platforms, not just relying on other platform artists.