Technology major Apple Inc. has acquired music analytics startup Asaii, in a bid to strengthen content recommendations to its music users.

Apple’s deal to buy Asaii was worth less than $100 million.

Asaii can help Apple compete with Spotify Technology S.A.’s efforts to work directly with smaller artists, like a music label.

Last month, Apple acquired London-based music discovery app Shazam, a deal to help it better compete with Luxembourg-based Spotify, a music streaming services provider.