Apple has acquired Platoon, a London-based creative services firm, continuing its strategic expansion in the music industry. The acquisition follows several key moves by Apple Music to strengthen its position in discovering and developing independent artists.

Earlier developments include:

• Launch of a global publishing business under Oliver Schusser, with Elena Segal as Global Director of Music Publishing
• Hiring of Asaii's founders to enhance music analytics and artist discovery capabilities
• Focus on improving music recommendations to better compete with Spotify

Platoon offers comprehensive services for artists, including:

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

The firm has a proven track record, having worked with successful artists like Billie Eilish, Jacob Banks, and Jorja Smith. Platoon's co-founder, Denzyl Feigelson, brings 15 years of experience working with Apple on projects including the iTunes Store and iTunes Festival.

Under the acquisition:

• Platoon will maintain operational independence
• Feigelson will continue leading the 12-person team at Tileyard HQ in London
• Artists will retain freedom to sign and distribute music with their preferred partners

The acquisition provides Platoon with resources to expand its original music and visual content development while maintaining artist independence in distribution and label choices.

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