Apollon Platebar
An independent Norwegian record retailer, bar, and live-music venue with locations in Bergen and Tønsberg.
Last updated August 25, 2026
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Overview
Apollon Platebar is an independent record store, bar, and cultural venue based in Bergen, Norway. Founded in 1976 by Frode Svanevik, the business began as a small import and mail-order operation at a time when international music releases were comparatively difficult to obtain in Norway. Its first physical retail shop opened in Bergen in 1978, establishing Apollon as a specialist source for imported records and niche musical styles. The store developed its identity around music that was not always well represented by mainstream Norwegian retail, including classic rock, folk, psychedelic music, indie rock, and heavy metal. It sells physical music formats such as vinyl records and CDs, alongside other recorded-music products. Its specialist range and early access to overseas releases helped it become associated with Bergen's independent music community and made the shop a meeting point for musicians, students, collectors, and other music enthusiasts. Apollon moved in 1980 to premises at the corner of Christies gate and Nygårdsgaten, a site later occupied by the rock club Garage. Einar Engelstad joined the business that year. During the early 1990s, the store relocated to its present Bergen location in Nygårdsgaten. Over time, the business expanded beyond conventional retail. In 2012, as the wider record trade faced falling CD sales and increasing competition from digital downloads and streaming, Apollon opened a bar inside the record shop. The venue received an alcohol licence on the basis of its role as a cultural institution, reportedly making it the only retail store in Bergen to receive such a licence under that rationale. The bar transformed Apollon into a hybrid music and hospitality destination. It offers a broad beer selection, including 46 beers on tap, and hosts concerts, performances by emerging artists, mini-festivals, and other cultural events. This combination allows customers to browse physical music while attending live events or using the premises as a social venue. The concept also gives the store an additional business model beyond record sales. The decline of physical music consumption placed Apollon under significant financial pressure. By the early 2010s, the business was operating at a loss. In May 2014, it organized Apollon Aid, a benefit concert featuring local artists to raise money and help secure the store's future. The business subsequently recovered, supported by increased media attention, international visitors, and the creation of an online store. Apollon's survival and continued cultural activity reflect the wider revival of interest in vinyl and the value of specialist retail spaces as community venues. The Bergen location has received international travel attention. The New York Post recommended it as a destination for visitors to Bergen in 2014, and The New York Times included it in a 2019 guide to places to visit in the city. In June 2021, Apollon opened a second location in Tønsberg, extending the record-store-and-bar format beyond Bergen. In August of the same year, the Bergen venue was voted Bergen's Best Bar in a competition organized by Bergens Tidende. Apollon remains an active independent music retailer and cultural venue, combining specialist physical-media sales with hospitality and live programming.
History
Apollon Platebar was established in Bergen in 1976 by Frode Svanevik. It initially operated as a small import and mail-order business, serving customers who wanted access to international music that was not yet widely available through Norwegian record shops. The first retail premises opened in 1978 at Nøstet. From the beginning, the store differentiated itself through imported releases and a specialist orientation rather than a focus on the broadest possible mainstream selection. In 1980, Apollon moved to the corner of Christies gate and Nygårdsgaten. The premises were later associated with the rock club Garage, linking the store's history to Bergen's wider live-music environment. Einar Engelstad joined the business in 1980. During the early 1990s, Apollon moved again, settling at its present location in Nygårdsgaten. The store became recognized within Bergen's music scene for its concentration on classic rock, folk, psychedelic music, indie rock, and heavy metal. Its specialist inventory attracted musicians, students, collectors, and music enthusiasts, and the shop developed into a social meeting point as well as a place to buy records and CDs. Its role was particularly significant during periods when international physical releases were harder to find in Norway. The growth of digital downloads and streaming, together with the general decline in CD purchases, created a major challenge for independent record retailers. By the early 2010s, Apollon was operating at a loss. In 2012, it responded by opening a bar within the record store. The establishment was granted an alcohol licence because of its cultural-institution status, and it became a hybrid retail and hospitality venue. The bar offered 46 beers on tap and provided space for concerts, emerging-artist performances, mini-festivals, and other cultural activities. In May 2014, Apollon organized Apollon Aid, a benefit concert involving local artists. The event sought to raise funds and protect the business during its period of financial difficulty. Apollon subsequently recovered with assistance from publicity, growing interest from international visitors, and the introduction of an online store. The venue's combination of specialist retail, hospitality, and live programming helped it maintain relevance while physical recorded-music retail was contracting. Apollon gained recognition beyond Bergen through travel and cultural coverage. The New York Post recommended it to visitors in 2014, while The New York Times included it in a 2019 list of places to visit in Bergen. In June 2021, the business expanded to Tønsberg with a second location based on the record-store-and-bar model. In August 2021, the Bergen location was voted Bergen's Best Bar in a competition organized by Bergens Tidende. Its continuing model is that of an independent music retailer supported by hospitality, live events, and cultural-community activity.
- 2021
Tønsberg location opens
[1]Apollon opens a second store and bar in Tønsberg.
- 2021
Bergen venue named Bergen's Best Bar
[1]The Bergen venue wins a Bergen's Best Bar competition organized by Bergens Tidende.
- 2019
Included in The New York Times Bergen guide
[1]The New York Times features Apollon among recommended places to visit in Bergen.
- 2014
Apollon Aid benefit concert
[1]The business stages a benefit concert with local artists to raise funds and support its continuation.
- 2012
Bar and cultural venue introduced
[1]Apollon opens a bar inside the record store as CD sales decline, creating a combined retail, hospitality, and live-events venue.
- 1990
Relocation to the present Bergen area
[1]During the early 1990s, Apollon moves to its present location in Nygårdsgaten.
- 1980
Move to Christies gate and Nygårdsgaten
[1]The store relocates to the corner of Christies gate and Nygårdsgaten, and Einar Engelstad joins the business.
- 1978
First retail store opens
[1]Apollon opens its first physical retail location at Nøstet in Bergen.
- 1976
Apollon is founded
[1]Frode Svanevik establishes Apollon in Bergen as an import and mail-order music business.
Products and positioning
An independent specialist music retailer and cultural meeting place that combines curated physical-record sales with a bar, live performances, and community-oriented programming.
Physical music retail
Vinyl records
Vinyl is a central part of Apollon's specialist assortment. The store is associated with imported and niche releases, particularly in classic rock, folk, psychedelic, indie rock, and heavy-metal music. Its vinyl offering supports the business's identity as an independent record shop and appeals to collectors and listeners seeking physical editions.
Physical music retail
CDs and other physical music formats
Apollon sells CDs and other physical recorded-music formats alongside vinyl. Although the business was affected by the long-term decline in CD sales, physical music remains part of its specialist retail proposition and is complemented by the store's bar, events, and online sales activity.
Hospitality · 2012
Apollon Platebar bar
Introduced inside the Bergen record store in 2012, the bar broadens Apollon's offer from music retail to hospitality. It is known for a large beer selection, including 46 beers on tap, and functions as a social space connected to the shop and its cultural programming.
Cultural programming · 2012
Live music and cultural events
Apollon hosts concerts by emerging artists, mini-festivals, and other cultural events. These activities reinforce the venue's role as a meeting place for Bergen's music community and distinguish it from a conventional record retailer.
Marketing campaigns
- 2014Apollon Aid
Bergen · Norway
A benefit concert featuring local artists was organized in May 2014 to raise money and help secure Apollon's future during a period of losses caused by the decline of physical music sales.
Outcome. The business subsequently recovered, with media attention, international visitors, and an online store identified as contributing factors.
Brand decisions
2021
Expand the record-store-and-bar concept to TønsbergStrategyBackground
After maintaining the combined retail and hospitality model in Bergen, Apollon pursued expansion beyond its original city.
Action taken
A second Apollon store and bar opened in Tønsberg in June 2021.
Aftermath
The opening extended Apollon's hybrid specialist-retail and cultural-venue format to a second Norwegian location.
2014
Use a benefit concert to support the businessStrategyBackground
By the early 2010s, Apollon was operating at a loss amid the contraction of physical music sales.
Action taken
Apollon organized the Apollon Aid benefit concert with local artists in May 2014.
Aftermath
The store later recovered with help from publicity, international tourism, and the launch of an online store.
2012
Add a bar to the Bergen record storeStrategyBackground
Apollon faced the broader independent-record-retail downturn caused by declining CD sales and the growth of digital downloads and streaming.
Action taken
The business opened a bar inside the record store and developed the premises into a combined retail, hospitality, live-music, and cultural venue.
Aftermath
The bar created an additional source of activity and revenue, supported concerts and cultural events, and became central to Apollon's identity.
Sources2 sources
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