Apple has acquired Platoon, a London-based creative services firm, strengthening its position in discovering and developing independent artists. This acquisition follows several strategic moves by Apple Music to expand its influence in the music industry.

Key developments leading to the acquisition:

• Apple Music launched a global publishing business under Oliver Schusser's leadership
• Elena Segal became Global Director of Music Publishing, overseeing operations and A&R
• The company hired founders of Asaii, a music analytics startup, to improve artist discovery and music recommendations

About Platoon:

• Provides comprehensive services including video, audio, and marketing
• Offers tour support, content creation, and social media marketing
• Has successfully worked with artists like Billie Eilish, Jacob Banks, and Jorja Smith
• Led by Denzyl Feigelson, who has a 15-year history with Apple
• Will continue operating independently with its 12-person team in London

The acquisition benefits both parties:

• Platoon receives resources and backing to develop original music and visual content
• Artists maintain freedom to sign with preferred labels and distribute music as desired
• Apple strengthens its position in early-stage artist development and creative services

This strategic move positions Apple to better compete with Spotify while providing enhanced support for emerging artists in the streaming era.

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