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Apple has acquired Asaii, a music analysis company focused on discovering new and emerging artists, Axios reports. The acquisition comes as Apple Music's biggest competitor, Spotify, strengthens its support for unsigned artists, who can now download their music directly to their service. Last month, Asaii announced its closure on October 14th.
Asaii's main product is a dashboard that collects data from music services and social media. This dashboard has multiple uses, such as helping record companies plan their marketing campaigns and tours. But its main feature is to allow labels to discover artists before they succeed. Asaii says his technology is able to find artists "10 weeks to a year" before ranking, which allows to discover "the next Justin Bieber".
The acquisition of Apple comes as its main rival, Spotify, in music distribution, extends its reach beyond traditional traditional artists. Last month, he announced that it would allow unsigned artists to download music directly to his platform. At a time when most major artists are available on all streaming services, having a larger library of unsigned up-and-coming artists could become a key differentiator for broadcast services continuously.
In addition to its artist dashboard, Asaii also produces a recommendation algorithm that streaming services can use to suggest relevant music to their listeners based on their existing preferences. It is expected that this technology will help Apple's service compete with Spotify's own Daily Mix and Discover Weekly recommendation services.
The acquisition, which would cost Apple less than $ 100 million, is the company's second music-centric purchase this year. Last month, the company finalized the acquisition of Shazam, the famous song identification service.
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