A few days after celebrating the 50th anniversary of his label and his own 80e anniversary, Robert von Bahr, founder of the independent label Bis, wrote on the company’s website Tuesday: “I am pleased to announce a capital news: we have made the decision to be part of the Apple family. »
This decision is legitimized as follows: “We thought long and hard about how to maintain and develop our prestigious history and we sought a partner who would allow us to pursue our mission by having an expanded global platform to introduce classical music to new audiences. The ideal partner in building the next era of classical music, Apple, with its history of innovation and love of music, has demonstrated a true commitment to building a future in which classical music and technology work in harmony. »
A rich catalog
The Apple company, which, contacted by The duty, declined to comment further, was only editorially involved so far through Platoon. The latter only publishes digital recordings and its first classic release was, in May 2022, the 11e Symphony by Shostakovich by Rafael Payare with the San Diego Symphony Orchestra.
It is therefore impossible to have, at this stage, a strategic discussion with Apple managers about this type of development and very unexpected integration. Note that Bis becomes, for Apple, the counterpart of Hyperion at Universal.
For now, in the words of Robert von Bahr: “Bis will be part of Apple Music Classical and Platoon. As proud as I am of this milestone, I’m even prouder of the fact that the entire Bis staff, myself included, have been retained. »
A few days before the announcement of this transaction, the amount of which is obviously not revealed, in the context of an interview with The duty, Robert von Bahr had explained how, in the era of on-demand listening, the sinews of war was the size of the fund. Bis, with its 2,600 albums, represented, from this point of view, one of the most attractive catalogues.
Asked directly about the question of transmission, Robert von Bahr answered the Duty : “What is important when the inevitable happens is that Bis goes into the fold of a company that treats music with respect, that will not make the catalog disappear, that will support the artists and the music. There are some… just as there are also some who are really not like that! »