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.

Related Resources

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