Apple has acquired British music analytics startup Musicmetric as it looks to relaunch its Beats Music streaming music service later in the year.
The acquisition came to light today after Music Ally studied documents filed with Companies House in the UK earlier this month.
On 12 January, Musicmetric owner Semetric changed its registered address to 100 New Bridge Street, London EC4V 6JA, home to Apple Europe Ltd.
On the same day Semtric filed details of an appointment. Specifically, it was Gene Daniel Levoff to director. He's vice president of corporate law at Apple, as well as a director of Apple Operations International, and up until now he's been based at 1 Infinite Loop, Cupertino, California - Apple's global headquarters.
Apple told Music Ally: "Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plan."
Semetric declined to comment.
Techworld also contacted Musicmetric CEO Gregory Mead but he is yet to respond.
The acquitision could help Apple to build out its music services and compete more directly with companies like Spotify. iTunes is expected to get an overhaul while Beats Music is being relaunched this year, with rumours that it could come preinstalled on iPhones and iPads.
Founded in 2008, Musicmetric allows music industry clients to track social and sales analytics through a dashboard. It also offers streaming services.
"Whether you're planning your first album launch or a global tour, on the lookout for new talent or after some killer intelligence to help pick your next brand ambassador, the Musicmetric dashboard will quickly and simply tell you all you need to know," the company writes on its website.
"Track as many artists as you like in the world's most powerful music analytics dashboard," it continues.
Another UK music startup to get a boost today was Shazam, which annoucned it has raised $30 million, giving it that all-important billion dollar valuation.
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