- Robert von Baar, founder of BIS Records, said on Tuesday that Apple has bought the classical music-focused record company and will bring it into Apple Music Classical and Platoon music services.
- The acquisition is another example of Apple trying to differentiate itself from streaming music rivals like Spotify by focusing on classical music.
- The tech giant first launched the Apple Music Classical streaming app last spring, offering it as a way for subscribers to access more than 5 million classical music tracks that can be searched by data like composer, bandleader, or catalog number.
Karina Kanilakis conducts the Juilliard Orchestra at Alice Tully Hall Thursday night, May 22, 2014.
Hiroyuki Ito | Getty Images
Apple has acquired BIS Records, a 50-year-old Swedish record company focused on classical music, as part of its ongoing efforts to attract fans of classical music.
BIS Records founder Robert Von Bahr He said On Tuesday, Apple recently bought his record label and will add it to Apple Music Classical and Platoon music services.
Von Baar, who recently turned 80, said both BIS Records and Apple share a “fundamental belief in the importance of maintaining sound quality,” citing the iPhone maker’s spatial surround sound technology as “something I’ve pursued with interest.”
“The specialty of BIS, while paying our dues for the core repertoire, is to nurture young classical artists and interesting living composers and to preserve the musical treasure we all represent long into the future,” von Baar said in a statement. “Apple, with its history of innovation and love of music, is the perfect place to usher in the next era of classical music, and has demonstrated a genuine commitment to building a future where classical music and technology work in harmony.”
Apple did not respond to a request for comment from CNBC about the transaction price.
The acquisition is another example of Apple trying to differentiate itself from music streaming rival Spotify by focusing on classical music.
In 2021, it bought classical music streaming service Primephonic for an undisclosed amount. Besides allowing users to stream classical music, Primephonic has also built an extensive database with information like composers, orchestras, and conductors that has helped provide a more compelling experience for fans of the genre.
After all, the tech giant launched its own Apple Music Classical streaming app last spring, offering it as a way for existing Apple Music subscribers to access more than five million classical music tracks searchable by data like composer, bandleader, or catalog number. .
In 2018, Apple bought the small music and technology distribution company Platoon for an undisclosed sum. Apple eventually released an app called Platoon for Artists, which aims to help musicians promote their songs and view streaming analytics.
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