Apple Scoops Up A&R-Boosting Analytics Firm Asaii

Emma McIntyre/Getty Images for Apple
       

Apple has officially acquired Asaii, a San Francisco-based music analytics startup specializing in using algorithmic data to spot up-and-coming artists before they hit the charts.

Asaii, launched two years ago by former Apple engineer Sony Theakanath, announced back in September that it would shut down completely on Oct. 14. Sporting a credo that "music should be based on meritocracy," the startup developed tools to help labels, managers and artists aggregate and analyze music data from sources across music and social, including Spotify, SoundCloud and Instagram in an effort to "make sense of all the noise."

The company asserted that using its data-packed dashboards could help discover "the next Justin Bieber" by finding artists "within 10 weeks to a year" before they chart. The deal, which according to Axios was "worth less than $100 million, follows Apple's acquisition of Shazam and Warner Music's purchase of Asaii rival Sodatone back in March.

Theakananth and other key members of Asaii, operations chief Austin Chen and engineer Chris Zhang, all started various roles at Apple Music this month.