Wednesday, September, 18, 2019 12:29:29

Apple, the American multinational technology company has apparently acquired the London-based creative services and music startup company Platoon, in a move forward to consolidate its position in the global music scenario.

It has been reported that the purchase of A&R and Platoon – founded in 2016 by Denzyl Feigelson, the music industry veteran and Saul Klein, Co-Founder LoveFilm, is envisioned to harness emerging young artists for Apple Music.

As per the report, Platoon has earlier worked with the likes of Stateside breakout acts Billie Eilish, Jorja Smith, and Stefflon Don, who had signed earlier with the Interscope.

For the record, Denzyl Feigelson boasts of over 15 years of experience with Apple before launching Platoon and has also worked with iTunes during its establishment and will continue to give advice on music and live event projects. He was also the founder of the company ‘Artists Without A Label’, which later became Kobalt’s AWAL music services company.

Sources claim that the Apple deal will help Platoon with the backing and resources to achieve its goal and to continue to develop original music and visual content.

Incidentally, in October, the technology magnate acquired Asaii – a startup that developed music analytics engine for artist managers and music labels. According to a reliable report, the deal had been valued nearly $100 million, approximately Rs. 710 crores.

A while back, Apple also acquired Shazam, one of the world’s most popular mobile apps that recognizes music based on a short sample played and uses the microphone on the device. Shazam has been downloaded over 1 billion times all over the world and using the Shazam app users identify songs over 20 million times a day.

Apple has acquired numerous other companies as well in recent times, that include Beats, for a valuation of $3 billion, approximately Rs. 21,000 crores in 2014, which then became Apple Music.