Platoon

Platoon is a boutique artist services and distribution company based in London, UK, founded in 2016 by Denzyl Feigelson and Saul Klein. The company was acquired by Apple in 2018, making it part of the Apple ecosystem alongside Apple Music, Apple Music 1, GarageBand, and MacBook Pro. Platoon is invitation-only and highly selective, focusing on artist development from the emerging stage. The company offers the Platoon for Artists app, a mobile one-stop shop for content, streams, and revenue management. Platoon Songs is a songwriter-friendly division that pays writers for sessions, shares master royalties, offers 6-month song reservation, and provides first look at publishing rights. Platoon also operates Platoon 7, a studio space with female engineers. The company has a track record of developing stars, with Billie Eilish and Jorja Smith both starting their careers through Platoon. Denzyl Feigelson, one of the founders, also originally founded AWAL (now part of Sony). Platoon does not offer open signup. It is curated and invitation-only, with custom deals and no public pricing.

Pricing and Plans

Platoon operates on custom deals with no public pricing. The company is invitation-only and highly selective.

Distribution and Artist Services

• Custom deals: No public pricing. Terms negotiated per artist.
• Invitation-only: Not open signup. Platoon curates its roster.
• Worldwide distribution: To all major streaming platforms and stores.
• Cross-platform analytics and revenue management: Through the Platoon for Artists app.
• Content sharing and promotion tools: Integrated into the platform.

Platoon Songs (Songwriter Division)

• Session payments: Writers are paid for sessions.
• Master royalty shares: Writers receive a share of master royalties.
• 6-month song reservation: Songs are reserved for 6 months.
• First look at publishing rights: Platoon gets first look at publishing rights for reserved songs.

What Sets Platoon Apart

1. Acquired by Apple in 2018: Platoon is part of the Apple ecosystem, which includes Apple Music, Apple Music 1, GarageBand, and MacBook Pro. This connection provides access to Apple's platform, audience, and promotional infrastructure in ways that no other distributor can match.
2. Invitation-only and highly selective: Platoon does not offer open signup. The curated roster means each artist gets significant attention and resources. This is the opposite of high-volume distributors like DistroKid that accept everyone.
3. Track record of developing stars: Billie Eilish and Jorja Smith both started their careers through Platoon. This track record demonstrates Platoon's ability to identify and develop emerging talent into global stars.
4. Platoon for Artists app: The mobile app serves as a one-stop shop for content, streams, and revenue management. Artists can manage their career from their phone, which is particularly useful for emerging artists who are always on the move.
5. Platoon Songs songwriter division: The songwriter-friendly division pays writers for sessions, shares master royalties, offers 6-month song reservation, and provides first look at publishing rights. This is a unique offering that supports songwriters alongside performing artists.
6. Platoon 7 studio space: The studio space with female engineers demonstrates Platoon's commitment to diversity in music production and provides artists with access to professional recording facilities.
7. Founder pedigree: Denzyl Feigelson originally founded AWAL (now part of Sony), bringing deep experience in artist development and distribution. Saul Klein brings technology and venture experience.
8. Focus on artist development from emerging stage: Platoon does not just distribute music. It develops artists from the emerging stage, providing the support, resources, and platform access needed to grow careers.
9. Boutique approach: Platoon's boutique model means personalized, high-touch service. Artists are not lost in a sea of hundreds of thousands of users as they might be with larger distributors.

Submission and Upload Process

1. Platoon is invitation-only. You cannot sign up directly through their website.
2. Platoon identifies and invites promising emerging artists to join the platform.
3. Once invited, negotiate a custom deal with terms based on your career stage and goals.
4. Use the Platoon for Artists app to manage content, streams, and revenue.
5. Upload releases through the platform with audio, artwork, and metadata.
6. Platoon distributes worldwide to all major streaming platforms.
7. Access cross-platform analytics and revenue management through the app.
8. Use content sharing and promotion tools to build your audience.
9. If you are a songwriter, engage with Platoon Songs for session payments, master royalty shares, and publishing first look.

Use our streaming royalty calculator to project your earnings and compare total costs across distributors.

Drawbacks and Things to Consider

• Invitation-only. No open signup. You cannot simply create an account and start distributing. Platoon must invite you. This is a significant barrier for artists who want to release music now. If you want instant distribution, use DistroKid, TuneCore, or CD Baby.
• No public pricing. Platoon does not publish pricing. Deal terms are negotiated privately, which makes it impossible to compare costs upfront with other distributors.
• Highly selective. Most artists will not be invited. Platoon's curated roster means the vast majority of independent artists cannot access the platform. This is by design, but it limits accessibility.
• Apple ecosystem focus. Being part of Apple provides advantages but may also create concerns about platform neutrality. Artists who want a distributor that is independent of any single streaming platform may prefer a standalone distributor.
• Limited public information. Platoon does not prominently publish details about store count, delivery speed, YouTube Content ID, or sync licensing. This lack of transparency makes it hard to evaluate the platform comprehensively.
• Custom deals require careful review. Negotiated deals may include terms that are less straightforward than subscription or per-release pricing. Artists should review contracts with legal counsel.
• Not for high-volume or established artists. Platoon focuses on emerging artist development. Established artists with large catalogs may find the boutique approach too small-scale for their needs.
• No publishing admin details beyond Platoon Songs. While Platoon Songs offers songwriter services, broader publishing administration details are not prominently published. Contact Platoon for specifics.

Who Platoon Is Best For

Platoon is best for promising emerging artists who have been identified by Platoon's team and invited to join. The boutique, high-touch approach is ideal for artists at the beginning of their careers who want development support, platform access through the Apple ecosystem, and a curated experience rather than a self-service platform. Songwriters benefit from the Platoon Songs division, which offers session payments, master royalty shares, and publishing first look. Artists who value a track record of developing stars (Billie Eilish, Jorja Smith) and want to be part of a selective roster will find Platoon appealing.

Platoon is not an option for most independent artists because it is invitation-only. Artists who want open signup should use DistroKid, TuneCore, or CD Baby. Artists who want transparent pricing should use iMusician or CD Baby. Established artists with large catalogs may need a distributor with more scale. For a broader comparison, see our music distribution services comparison.

Distributor Comparison Table

Platoon is a boutique, invitation-only distributor. Here is how it compares to other distributor models.

Platoon's invitation-only model makes direct cost comparison impossible. The custom deal structure means royalty retention and pricing vary per artist. No two Platoon deals are identical.

Pricing Model

Platoon operates on custom deals with no public pricing. Terms are negotiated privately per artist based on career stage, catalog size, and development needs. The company is invitation-only and does not offer open signup.

Platoon obtains a minority stake in an artist's independent business. This is different from subscription distributors like DistroKid or per-release distributors like CD Baby. The minority stake model aligns Platoon's interests with the artist's long-term growth.

Royalty Retention

Royalty retention is custom and negotiated per deal. Platoon does not publish standard royalty rates. Artists should review contract terms carefully with legal counsel before signing.

For context, AWAL typically retains 10% to 15% of royalties. CD Baby retains 9%. DistroKid and TuneCore advertise 100% royalty retention but charge subscription or per-release fees instead.

Store Count and Delivery Speed

Platoon distributes worldwide to all major streaming platforms and stores. The exact store count is not prominently published. As part of the Apple ecosystem, Platoon may receive preferred delivery to Apple Music, though this is not officially confirmed.

Delivery speed is not prominently stated. Standard digital distribution typically takes 2 to 7 days across most distributors. Platoon's Apple ecosystem connection may provide faster delivery to Apple Music specifically.

Publishing Admin, YouTube Content ID, and Sync Licensing

• Publishing admin: Yes. Platoon Songs handles songwriter services including session payments, master royalty shares, 6-month song reservation, and first look at publishing rights.
• YouTube Content ID: Not prominently stated. Contact Platoon for current rights management offerings.
• Sync licensing: Not prominently stated. Contact Platoon for current sync licensing offerings.

Release Protection

Releases stay online as part of the distribution deal. Unlike subscription distributors (DistroKid, TuneCore) where releases can be taken down if you stop paying annual fees, Platoon releases remain live under the terms of the negotiated contract.

Artists should review contract terms to understand what happens if the Platoon relationship ends. Standard distribution deals typically include a takedown process with notice periods.

AI Music Policy

Platoon follows Apple Music's AI content policies as part of the Apple ecosystem. In March 2026, Apple Music introduced AI transparency tagging as a delivery requirement for all labels and distributors. Distributors must disclose AI use in metadata tags across four categories:

1. Artwork: When AI generated a material portion of album artwork
2. Track: When AI generated a material portion of a sound recording
3. Composition: When AI generated a material portion of lyrics or composition
4. Music Video: When AI generated a material portion of visual elements

Apple Music has explicitly prohibited the use of AI in a misleading manner. The platform has developed internal technology to identify AI-generated content. AI-generated music makes up less than 1% of all plays on Apple Music each week, and 65% of AI-platform-generated tracks have never received a single play.

Apple Music has stated that AI content disclosure will be required of all content providers in the future. Platoon, as part of Apple, is expected to comply with these requirements.

Hidden Costs and Add-ons

Platoon's custom deal structure means there are no standardized add-on costs. However, artists should be aware of potential costs embedded in negotiated contracts:

• Minority stake: Platoon takes a minority stake in the artist's independent business. This is not a fee but an equity position that affects long-term ownership.
• Master royalty shares: Platoon Songs shares master royalties with writers. The specific percentage is negotiated per deal.
• Song reservation: The 6-month song reservation period gives Platoon first look at publishing rights. This is not a cost but a commitment that may affect publishing deals.
• Contract review: Custom deals require legal review. Artists should budget for entertainment attorney fees before signing.

No hidden fees have been reported. The lack of public pricing makes upfront cost comparison with other distributors impossible without a direct conversation with Platoon.

Video Guides

Compare Other Distributors

• AWAL - Similar boutique model (now part of Sony). Custom deals, percentage-based.
• CD Baby - Per-release pricing ($9.95 to $29.99). 91% royalty retention. Open signup.
• DistroKid - Subscription model ($22.99 to $89.99/yr). 100% royalty retention. Open signup.
• TuneCore - Subscription model ($19.99 to $49.99/yr). 100% royalty retention. Open signup.
• UnitedMasters - Free tier available. Percentage-based on select features.
• The Orchard - Full-service distribution (part of Sony). Custom deals.
• Venice Music - Membership-based distribution and label services.
• Believe - Global distribution group. Custom deals.

Related Resources

• Music Distribution Services Compared - Broader distributor comparison
• Streaming Royalty Calculator - Project your earnings across platforms
• Platoon Official Website - Current services and information