Apple launches new Platoon for Artists app – What to know

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Photo credit: Apple

Apple has launched a new “Platoon for Artists” app aimed at unsigned emerging artists.

Apple acquired the company in 2017 for an undisclosed amount. Since the acquisition, Platoon has continued to operate independently. But the new “Platoon for Artists” app could change that. The app is now available on the app store for those who have the direct link. You cannot search and find the app. Once downloaded, users must already have a Platoon account to use the app.

Anyone attempting to login without being an existing Platoon user will be notified that the app is invite-only. “Managing your career as an artist has never been easier. Platoon for Artists is your home for managing content, streams, revenue, and more,” the app description reads.

  • Best place for artists – Your new mobile one-stop shop, created with artists in mind.
  • Promote – Share content to promote your new and previous releases
  • Analyze – See your statistics and discover your fans on all platforms.
  • To win – View your monthly earnings in one place for your entire catalog.

Platoon was founded in 2016 by Denzyl Feigelson after he successfully founded Artists Without A Label (AWAL). Feigelson sold AWAL to Kobalt in 2012 and Apple acquired Platoon in 2017.

Platoon offers a host of label-like services, including A&R, marketing, financing, video editing suites, recording studios, and tax management services. Platoon obtains a minority stake in an artist’s independent business. British rapper Stefflon Don and American pop idol Billie Eilish got their start with Platoon before signing to major labels.

Apple may be building a pipeline to prepare for music exclusives in the future. Especially considering that Spotify markets itself as a one-stop-shop for all types of audio entertainment, from music to podcasts, audiobooks and everything in between. Apple competes with Spotify, Google, Amazon and several other major industry players. Exclusive content is therefore a powerful bargaining chip. The Beats 1 Radio pipeline is also a great way to introduce a new, unsigned artist to the world before they sign a label deal.


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