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Apple didn’t buy the Asaii music service, it just hired its founders

Although rumors in recent days indicated that the apple company had acquired Asaii, the reality is different. According to information from TechCrunch, Apple refused to confirm the acquisition and did not give the green light to use its usual statement, which is often issued when smaller companies are acquired. In other words, the company has not acquired the assets of Asaii .

However, as we recently told you, the co-founding executives of Asaii updated their LinkedIn profiles, indicating that they have been working on the Apple Music team at Apple since October 2018 .

Apple didn’t buy the Asaii music service, it just hired its foundersApple didn’t buy the Asaii music service, it just hired its founders

AppleApple acquires Spektral, an expert in real-time visual effects

This is not the first time Apple has made a similar move, as on one occasion, for example, hired a team from the PinDrop mapping application in the UK , and at that time that action was also mistakenly reported as an acquisition.

At this point it is important to consider what Asaii’s role is. It is a platform that has enabled music labels to discover, track and manage artists using machine learning. According to MacRumors, Asaii extracts data from social networks such as Facebook, Twitter and Instagram , and streaming music services such as Apple Music, Spotify, YouTube and SoundCloud, to find hidden talent.

This isn’t the only move Apple has made in recent days regarding machine learning on its services. A few days ago the firm acquired Spektral, a company that has developed a technology capable of intelligently separating people and objects from their original backgrounds in photos and videos, and superimposing a new background.

With the hiring of the three Asaii executives, it is expected that Apple will be able to strengthen its content recommendations to users to compete with the efforts of Spotify , which is committed to working directly with smaller artists and music labels.