Apple Acquires U.K. Startup Semetric for Music Analytics

Apple Inc. bought U.K. startup Semetric Ltd., adding tools that measure how fans are following music, TV, games and films.

Semetric appointed Apple’s senior director of corporate law, Gene Levoff, to its board in October, a U.K. regulatory filing shows. Alan Hely, a spokesman for Cupertino, California-based Apple, verified the acquisition while declining to comment on details, including the deal’s date or price.

The takeover gives Apple access to London-based Semetric’s Musicmetric platform, software that monitors and analyzes online interactions about artists and brands. The dashboard provides users with information about fans, including gender, location, age and how many times they play or share a particular song.

Apple decided to revamp its music lineup last year with the $3 billion purchase of Beats Electronics LLC. While Beats is famous for its signature headphones, the company’s streaming music service attracted Apple as a way to fend off rival platforms like Spotify Ltd. and Pandora Media Inc. Apple unveiled iTunes Radio in 2013 to attract streaming customers.

Apple gets about 10 percent of its revenue from iTunes software and services. The business brought in $18.1 billion in the year ended September, according to data compiled by Bloomberg.

The Guardian newspaper in the U.K. reported earlier today on the Semetric purchase.

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