On Tuesday, Robert von Bahr, founder of BIS Records, announced Apple's purchase of the classical music-centered label. Apple will incorporate BIS into its Apple Music Classical and Platoon streaming services. This move serves as another indication of Apple's attempts to set itself apart from streaming competitors such as Spotify by concentrating on classical music. This past spring, Apple unveiled the Apple Music Classical streaming platform with the promise of more than 5 million classical pieces that can be browsed through information like composer, conductor, or catalog number.
Apple recently acquired BIS Records, a 50-year-old Swedish record label specializing in classical music, as part of its ongoing initiatives to attract classical music aficionados. Robert von Bahr, who founded BIS Records and is now 80 years of age, declared on Tuesday that Apple had just purchased his firm and folded it into the Apple Music Classical and Platoon music services. According to von Bahr, both BIS Records and Apple are rooted in the same belief in the worth of sustaining audio quality, with Apple's spatial audio technology having earned his admiration. He commented, "BIS's area of expertise, while staying true to the core repertoire, has been to encourage young classical performers and living composers and to keep the musical treasures that are our collective heritage safe for many generations to come. Apple, with its own history of innovation and appreciation for music, is a perfect place to bring the classical genre into the future, showing a real commitment to making sure classical music and tech are harmoniously combined."
Apple declined to reply to CNBC's inquiries regarding the buyout's cost. This procurement is yet another illustration of Apple making an effort to distinguish itself from competitor Spotify by concentrating on classical music. Last year, it acquired the classical music streaming service Primephonic for an undisclosed amount. Besides enabling users to stream classical music, Primephonic also created a large database cataloging information like composers, orchestras and conductors for a more engaging experience for classical music fans. In the spring of this year, Apple officially released its own Apple Music Classical streaming app, advertising it as a way for existing Apple Music subscribers to access over five million classical tracks that can be filtered by various data such as composer, conductor or catalog number. In 2018, Apple bought the small music-distribution-and-technology company Platoon, though the cost was not disclosed. After, Apple unveiled the Platoon for Artists app, meant to assist musicians promote their songs and check streaming analytics.
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