Apple scoops up Platoon, a platform for ‘the most fearless creatives’

Apple has acquired Platoon, a London-based creative services firm founded in 2016 by music industry veteran Denzyl Feigelson and LoveFilm co-founder, Saul Klein, according to Music Business Worldwide.

The start-up — which describes itself as “platform for the most fearless creatives” — offers a range of distribution, funding and marketing services to emerging and unsigned artists. Among those artists are YEBBA, Mr. Eazi, Jorja Smith, and Gabrielle Aplin. Apple is incorporating Platoon into its Apple Music platform.

According to Music Business Worldwide, Feigelson will now lead Platoon’s team of 12 full-time employees from its Tileyard HQ in London, where it has two recording studios. Platoon will continue to support artists across areas including tour support, original content, social media marketing and global expansion strategies.

Music Business Worldwide quotes a “source close to Platoon” as saying: “The Apple deal gives Platoon the backing and resources to accomplish its vision and continue its goal to develop original music and visual content – while leaving artists free to sign with who they want and distribute their music where they want.”

What’s more, Feigelson has a history with Steve Jobs. On his blog, he writes: “In 2001, I met Steve Jobs and started an adventure unimaginable at the time advising and consulting in all things music. In 2003 iTunes launched in the USA, a year later in UK, France and Germany and then of course the rest of the world. Always given the opportunity to push boundaries, I got to work on amazing projects like the 30-day iTunes Apple Music festival from 2007–2016, and help launch ground-breaking global initiatives.”