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

This acquisition follows several strategic moves by Apple Music to enhance its artist services:

• Launch of a global publishing business under Elena Segal, former Legal Director of iTunes International
• Hiring of Asaii's founders to improve music analytics and artist discovery
• Integration of Platoon's comprehensive artist services

Platoon offers artists:

• Video and audio production
• Marketing services
• 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. Denzyl Feigelson, Platoon's co-founder and former Apple collaborator, will continue leading the 12-person team at their London headquarters.

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

This strategic move positions Apple Music to better compete with Spotify in discovering and developing emerging indie talent while improving its music recommendation capabilities.

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