Apple has acquired artist development startup Platoon, reports TechCrunch. Platoon works with creators to produce and distribute their work, and it uses analytics to target audiences and build marketing strategies. Notable acts Platoon has worked with in the past include Billie Eilish and Jorja Smith.
The acquisition of Platoon could serve to bolster Apple’s Up Next platform, which allocates resources to up-and-coming artists. Rapper 6lack was the first participant in Up Next when it debuted in 2017, and as part of the program, he received marketing perks like an interview and live performance on Beats 1, an appearance on The Late Late Show With James Corden, and more. These tools have appeal to lesser-known and unsigned artists and can...
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