Apple acquires music analytics firm that claims it can ‘find the next Justin Bieber’

Apple acquired Asaii, a music analysis company focused on discovering emerging artists. Axios report. The acquisition strengthens Apple Music 's main competitor, Spotify, to support unsigned artists and is now able to upload music directly to the service. Last month Asaii announced that it will close on October 14th.

Asaii's main product is a dashboard that brings together data from music services and social media. This dashboard is advertised as being used for many purposes, such as helping labels plan marketing campaigns and live tours. However, its main feature is allowing labels to discover artists before they make it big. Asaii argues that his technique can find "10 weeks to a year" artist and "next Justin Bieber" before creating charts.

Apple's acquisition The main music streaming rival, Spotify, is expanding beyond traditional mainstream artists. Last month, we announced that unsigned artists will be able to upload music directly to the platform. In times when major artists are available to all streaming services, having a larger library of upcoming unsigned performers can be a key differentiator for streaming services.

In addition to the artist dashboard, Asaii creates a recommendation algorithm that streaming services can use to suggest listeners of related music based on their existing preferences. The technology is expected to be used by Apple's services to compete with Spotify's own Daily Mix and Discover Weekly recommended services.

This acquisition, which was rumored to cost Apple less than $ 100 million this year, is the second music-driven purchase this year. Last month, the company acquired Shazam, a popular song identification service.

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