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Apple targets big data as it acquires U.K. media analytics startup Semetric

21/01/2015 by


Apple has acquired U.K. media data startup Semetric, the company behind the Musicmetric music analytics platform.

News of the deal emerged after the London-based company changed its registered address to that of law firm Baker & McKenzie, the same registered address of Apple Europe Ltd. This was first reported by Musicallyearlier today, after it unearthed documents filed at Companies House in the U.K. earlier in January.

To add further credence to the claims, Semetric also appointed a new director back in October — one Gene Daniel Levoff, who also happens to be Apple’s vice president of corporate law. Though this appointment only came to light alongside the recent change of address filings in January.

Apple issued its usual stock response to questions around companies it buys. “Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plan.”


If you’ve never heard of Semetric before, it’s perhaps become better known in the music realm for Musicmetric, a platform that garners data about the popularity of musicians online, scraping everything from Facebook to Twitter and BitTorrent. It basically provides a snapshot of what’s being said online, and gives music companies significant insight into what’s hot and what’s not.

Part of its technology lets users filter by a range of key criteria, such as style of music, or location of a specific live performance, and then they can assess sentiment accordingly. They can also determine whether a band or artist is more popular on Facebook than Twitter, for example, information that can be used by promoters and executives to tailor and target music more specifically.

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