Apple Acquires Classical Music Record Label BIS Records to Strengthen its Presence in the Genre
Apple has made yet another strategic move in its efforts to cater to classical music enthusiasts. The technology giant recently acquired the 50-year-old Swedish record label BIS Records, known for its focus on classical music. Robert von Bahr, the founder of BIS Records, confirmed the news on Tuesday, stating that Apple will integrate the label into its Apple Music Classical and Platoon music services.
The acquisition of BIS Records further showcases Apple’s commitment to distinguishing itself from its streaming music rivals, particularly Spotify, by placing a strong emphasis on classical music. This move follows Apple’s purchase of the classical music streaming service Primephonic earlier this year, a decision aimed at enhancing the classical music experience for its users. Primephonic not only offered streaming capabilities but also curated a comprehensive database featuring information about composers, orchestras, and conductors.
The introduction of the Apple Music Classical streaming app in the spring of 2021 marked another milestone in Apple’s classical music journey. The app allowed subscribers to access a vast collection of over 5 million classical tracks and offered advanced search options based on criteria such as composer, conductor, or catalog number.
Von Bahr, who recently turned 80, expressed his enthusiasm about the acquisition and highlighted the shared values between BIS Records and Apple. He emphasized their mutual belief in the importance of preserving audio quality and praised Apple’s surround-sound spatial audio technology as an innovation he had closely followed. Von Bahr also emphasized BIS Records’ dedication to nurturing young classical artists and promoting living composers, stating that Apple’s commitment to classical music aligned perfectly with their vision.
Details about the financial terms of the deal have not been disclosed, and Apple has yet to comment on the acquisition. However, it is evident that Apple’s latest move represents a concerted effort to appeal to classical music fans and establish its dominance in the genre.
This acquisition comes as no surprise considering Apple’s previous forays into the classical music landscape. The 2018 purchase of Platoon, a music-distribution-and-technology firm, laid the foundation for Apple’s initiatives to support musicians in promoting their songs and analyzing streaming data.
With the integration of BIS Records, Apple is poised to continue building a future in which classical music and technology complement one another. The company’s strategic investments in the genre, combined with its storied history of innovation and love for music, are expected to solidify its position as a leading platform for classical music enthusiasts.
As Apple continues to expand its classical music offerings, it remains to be seen how this will impact its competition with streaming music rivals and reshape the landscape of the classical music industry.