Music Business Worldwide reports that Apple Inc. has acquired Platoon – a creative services firm. It is a London based A&R start-up that provides artist development and a variety of video, audio, and marketing services to singers and bands. A&R or Artist and Repertoire is nothing but talent scouting service and also act as a liaison between artists and record labels or publishing companies. Platoon has put many artists on the global stage in a short span. Jorja Smith, Billie Elish, Jacob Banks, Rex Orange County, and Yebba are some of the artists who worked with Platoon.
Platoon was founded in 2016 by Denzyl Feigelson, Ben Grabiner, and Saul Klein. Feigelson is an industry veteran who worked as an executive at Apple in iTunes for 15 years. Saul Klein was the co-founder of the defunct British VoD service LoveFilm while Grabiner worked as a GM for VC firm Local Globe before joining Platoon. Fiegelson would be leading the team back in the company’s London Headquarters where it has two recording studios.
“The Apple deal gives Platoon the backing and resources to accomplish its vision and continue its goal to develop original music and visual content – while leaving artists free to sign with who they want and distribute their music where they want.”
said an MBW source.
Apple looks to be set on expanding its reach in the music sector. The Cupertino giant bought a music analytics start-up Asaii back in October and recently struck a deal with Amazon. Dec 17th onwards, Amazon’s Alexa devices will work with Apple Music. And now with the acquisition of Platoon, Apple could directly build a relation with music artists without the hassles of a dealing with an intermediate record or production label.