Apple’s latest acquisition is a strategy to build its music platform

Apple has made an announcement that it has acquired artist development startup, Platoon. The London based company Platoon works with musicians and composers and helps them target a specific audience and build marketing strategies. The company provides artists with the resources they need to create music. It has worked with some famous artists including Billie Eilish and Jorja Smith.The acquisition was first reported by Music Business Worldwide. It is still not clear how much Apple has invested to acquire Platoon. The acquisition appears as Apple’s strategy to bolster its Up Next platform, which also works to allocate resources to the artists.

Just like how Netflix,a popular video streaming service is strategizing the success of original video content with shows like Maniac and Chilling Adventures of Sabrina, Apple seems interested and enthusiastic in taking Apple Music in the same direction. Apple has also spent a considerate amount to invest into some music-related businesses over the years, including Asaii, a music analytics company that focuses mainly on identifying new and emerging talents in music, music identification app Shazam etc.

It is not much clear how this acquisition will help Apple grow its music business, but it does fall in line with the company’s trend to improve its strategies to help musician with important music related tools. Since Platoon has been a pioneer in developing successful acts that later become hits and it is also reputed to provide artist-friendly deals, the acquisition seems the right business move!