Apple: How The Platoon Acquisition Will Help Discover More New Artists

By Amit Chowdhry ● Updated December 16, 2018

Apple has acquired an artist development company called Platoon, according to a report by TechCrunch. Founded in the U.K. two years ago by Saul Klein, Denzyl Feigelson, and Ben Grabiner, Platoon is a platform that discovers creators and helps them distribute their content. And Platoon taps into analytics for targeting audiences and setting up marketing strategies for the up-and-coming artists.

Prior to launching Platoon, Feigelson worked for Apple for more than 15 years on live events and artist relations. And he oversaw the creation of the iTunes Music Festival. Klein is known as being one of the co-founders of LoveFilm, which is a DVD rental service that Amazon acquired.


Photo: Platoon

Some of the artists that have utilized Platoon include Billie Eilish, Jorja Smith, and Stefflon Don — who have all signed to major labels since then. Platoon is also known for having a solid track record in developing artists that create hits. And the company helps facilitate artist friendly terms with labels.


Apple could potentially integrate Platoon into its Up Next platform, which provides resources to indie artists. One of the first participants on this platform is a rapper that goes by 6lack. Through Up Next, 6lack was able to interview on Beats 1 and made an appearance on The Late Late Show With James Corden. And as their careers start budding, then they go on to get featured prominently on iTunes.

Platoon is not the only company that Apple acquired recently to bolster its music businesses. Earlier this year, Apple acquired music identification app Shazam and music analytics service Asaii.

Earlier this year, Apple rival Spotify launched a feature that is comparable to what Platoon offers. Back in September, Spotify started allowing indie artists to upload their own music to the platform through their Spotify For Artists account. This way indie artists do not have to go through digital distributors for uploading their content.