Even before I knew the driving force behind it, namely the Beatles, I was aware of Apple Records (1968-1975), because my divorced parents owned a few of their releases. Mom had James Taylor's 1968 self-titled debut and Badfinger's 1970 No Dice and Dad had John Lennon and Yoko Ono's 1968 Unfinished Music No. 1: Two Virgins (separate households, separate collections).

I don't recall Dad ever playing the latter, but at least he didn't hide it from my underage eyes—then again, he was a regular consumer of Playboy and Hustler. Oddly enough, my parents didn't own any Beatles records that I can remember, but I was as familiar with the foursome as any child of the 1970s.

Watching Thomas Arnold's Strange Fruit: the Beatles' Apple Records got me thinking about the label all over again. My friend, Alan, describes Sexy Intellectual, the company that released the documentary, as "demi-hemi-semi-legit," which sounds about right. They previously issued Tom O'Dell's From Straight to Bizarre: Zappa, Beefheart, Alice Cooper and L.A.’s Lunatic Fringe, so Apple makes sense as a label-oriented follow-up.

Aside from the hit makers, like Badfinger, who moved on to bigger labels, there were other musicians who made less of an impact and, in some cases, no impact at all. I was particularly taken by Jackie Lomax and Mary Hopkin. The former had no hits, while the latter sold eight million copies of the charming 1968 single "Those Were the Days," but neither figures among the first artists that come to mind when I think about Apple.

Aside from the Beatles, notable label employees included Mal Evans, Derek Taylor, and Peter Asher, the brother of Paul McCartney's girlfriend Jane Asher and a former member of Peter and Gordon. Lennon's infamous associate Allen Klein would become ringmaster in 1969, but the signing rules remained much the same from start to finish: at least one Beatle had to approve each artist.

So, McCartney went to bat for Hopkin, an 18-year-old from Wales, while George Harrison threw his lot in with Lomax, who had been fronting Merseybeat combo the Undertakers when he caught the attention of the Beatles' manager Brian Epstein, who signed him to a publishing contract through NEMS. After Epstein's untimely passing in 1967--he was only 32 years old--the Beatles signed him to a recording contract with Apple.

Lomax, who appears in the film, believes the imprint tried to do too much too soon. Instead of a staggered release schedule, they issued four singles at the same time, including "Those Were the Days" and "Sour Milk Sea."

George Harrison wrote and played on Lomax's side, along with McCartney, Ringo Starr, Eric Clapton, and Nicky Hopkins, but it drummed up little business. The music writers in the documentary believe the timing was off, since the UK was shifting from R&B and blues rock toward psychedelia.

It's ironic, because "Sour Milk Sea," which almost ended up on The White Album, holds up better than "Those Were the Days," though the latter was always intended to have an old-timey, music hall feel, like an outtake from 1968 musical Oliver!

By the time they released their full-length albums, the pattern would repeat: Hopkin's Post Card sold well, while Lomax's Is This What You Want? did not. Other than the music featured in this film, I'm unfamiliar with his work, but I like what I've heard, and 1960s specialist (and Stranger contributor) Mike Nipper* rates his first three records highly.

Despite her initial success, though, I rarely hear Hopkin's name anymore. I wouldn't say she's forgotten, but other Apple signings like Billy Preston appear in today's musical conversations more often, due in part to the fact that he once served as a Fifth Beatle--he also steals the show at Harrison's Concert for Bangladesh, an Apple double-LP that featured Badfinger.

Apparently, Hopkin was never especially interested in pop, but I guess it was hard to say no to the Cute Beatle, who remade the blonde soprano in his musical image. Success, fortunately, emboldened the one-time Eurovision singer, and she would move in more of folk direction in the years to come. 

Hopkin's relationship with producer Tony Visconti, who supported the move, may have also helped her to stand up to McCartney and Apple. After that, her record sales began to dwindle, but the documentary gives the impression that she valued art over fame and commerce.

While Lomax, the ultimate road warrior, continues to record and perform, Hopkin took a three-decade break from full-time music-making, reemerging in 2007 with a trio of self-released albums. The documentary also features David Peel, Joey Molland of Badfinger, and Gary VanScyoc of Elephant's Memory, the Lower East Side collective who backed Lennon on 1972's Some Time in New York City.

Like the Bizarre/Straight documentary, Strange Fruit plays almost like a miniseries, because it clocks in at 160+ minutes. Though "unsanctioned by the Beatles or Apple Records," it contains an impressive array of audio-visual material, including Beatles and Yoko Ono tracks, like the below number from Fly, which makes Lomax sound like a commercial-minded chart-topper by comparison. If the latter was too "retro" for the hipsters of the 1960s, the Ono of the 1970s was too hip for most everybody—then and now.  

*Nipper has heard more singles from the era than I ever have or will.

Sexy Intellectual/Chrome Dreams/MVD releases Strange Fruit on April 12, 2012. Images from the IMDb (home video cover art), Discogs (Jackie Lomax single cover art), eil.com (Mary Hopkin single cover art), and centerfield maz (Billy Preston wowing the MSG crowd at the Concert for Bangladesh).