Apple has acquired Platoon, a London-based creative services firm, as part of its strategy to strengthen its position in the music industry, particularly in the independent artist sector.

This acquisition follows several strategic moves by Apple Music:

• Launch of a global publishing business under Oliver Schusser
• Appointment of Elena Segal as Global Director of Music Publishing
• Hiring of Asaii's founders to improve music analytics and artist discovery

Platoon offers comprehensive services for artists, including:

• Video and audio production
• Marketing and promotion
• Tour support
• Content creation
• Social media marketing
• Global expansion assistance

The firm has a strong track record of working with successful artists like Billie Eilish, Jacob Banks, and Jorja Smith. Platoon's co-founder, Denzyl Feigelson, who has a 15-year history with Apple, will continue leading the 12-person team from their London headquarters.

The acquisition allows Platoon to maintain its independence while gaining Apple's resources and backing. Artists working with Platoon will retain their freedom to sign with any label and distribute their music through any platform.

This move demonstrates Apple's commitment to strengthening its position in artist development and discovery, directly competing with Spotify in the unsigned artist space.

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