Apple acquires music analytics platform that professes ability to discover new artists before they chart
Apple‘s recent acquisition of music analytics company, Asaii, appears an investment in the impending improvement of Apple Music‘s in-app, user-specific musical recommendation feature. Apple’s purchase of Asaii reportedly cost the tech giant a figure just under $100 million USD, but the company’s acquirement of Asaii’s recommendation algorithm could benefit Apple Music tenfold, given the algorithm’s potentiality to sharpen the streaming service’s ability to make in-app song suggestions. Asaii’s algorithm could allow Apple Music’s recommendation function to compete with Spotify’s.
Asaii’s value, however, extends beyond the analytics entity’s algorithm. A self-professed “automated A&R” platform, Asaii lays claim to an intricately developed dashboard that collects and displays data from music services and social media. Asaii posits that the technology enables the company to discover artists “10 weeks to a year” before the prospective up-and-coming artists would chart, a capability that could lend Apple an edge in new artist identification. Asaii comprises Apple’s second musically oriented purchase; Apple previously completed its acquisition of Shazam for $400 million USD in September.
Photo credit: Jess Watters