Apple has acquired Platoon, a London-based creative services firm, strengthening its position in discovering and developing independent artists. This strategic move follows several other initiatives by Apple Music to expand its influence in the indie music space.

Key developments leading to the acquisition:

• Apple Music launched a global publishing business under Oliver Schusser's leadership
• Elena Segal, former Legal Director of iTunes International, was appointed Global Director of Music Publishing
• The company hired founders of Asaii, a music analytics startup, to improve artist discovery and music recommendations

Platoon's capabilities include:

• 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 access to Apple's resources. Artists working with Platoon will retain the freedom to sign with any label and distribute their music through their preferred platforms.

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