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Apple's BIS acquisition is a bet on a classical music catalogue, and on building cred in the industry
https://techcrunch.com/2023/09/05/apples-bis-acquisition-is-a-bet-on-a-classical-music-catalogue-and-on-building-cred-in-the-industry/More than 80% of the music we listen to today is delivered over streaming, according to figures from last year. But when you look at classical music, it’s been a stubborn hold-out, accounting for just a tiny fraction of that, with just 0.8% of streams (and that’s in the stream-friendly market of the U.S.). Apple’s bet is that this percentage will grow, though, and it wants a piece of that action. After launching its new classical music app earlier this year, Apple has taken its latest step into the space: BIS, a revered classical music label out of Sweden, announced today that it is joining the company.
The deal will bring a number of things to Apple.
First there is a small team, which founder Robert von Bahr today said in a note would be coming over and working within the same division as Apple Music Classical and Platoon (a creation and distribution platform Apple acquired years before).
It’s also bringing the BIS critically-acclaimed present and future catalogue to the company: thousands of recordings of obscure works, well-known pieces in original interpretations, and everything in between. You used to be able to search and order from that catalogue on BIS’s own site. Now, to get to it, you can search on Apple. (And, for now at least, you can also download from e-classical.)
The deal will bring a number of things to Apple.
First there is a small team, which founder Robert von Bahr today said in a note would be coming over and working within the same division as Apple Music Classical and Platoon (a creation and distribution platform Apple acquired years before).
It’s also bringing the BIS critically-acclaimed present and future catalogue to the company: thousands of recordings of obscure works, well-known pieces in original interpretations, and everything in between. You used to be able to search and order from that catalogue on BIS’s own site. Now, to get to it, you can search on Apple. (And, for now at least, you can also download from e-classical.)