CALIFORNIA, U.S. - With the industry shifting its focus beyond traditional mainstream artists, Apple has now announced the acquisition of a firm that boasts of using its analytics to sniff out up-and-coming artists.
The iPhone maker announced the acquisition of Asaii, a music analytics company that is focused on the discovery of new and emerging artists.
Asaii, which announced last month that it would be shutting down on October 14th, claims that its algorithms filter social media and music streaming data to put together the best up-and-coming artists.
The dashboard, which is the company's main product, is advertised as having multiple uses.
Through its dashboard, the company pulls together data from both music services and social media.
The dashboard also helps record labels plan marketing campaigns and live tours.
Further, its main feature is allowing labels to discover artists before they make it big.
Asaii reportedly claims that its technology can help find artists 10 weeks to a year before they chart, allowing for the discovery of the next Justin Bieber.
The founder of a startup fund and accelerator The House, which was the first to invest in the company, Cameron Baradar confirmed the purchase in a statement, and said, "As the first investors in Asaii, we are incredibly excited by their recent acquisition by Apple where they will have the opportunity to dramatically scale their impact and continue building out their vision for the future of the music industry.
Apple Music's acquisition comes at a time when its main competitor Spotify increases its support for unsigned artists.