The new UK music streaming service ROXi has confirmed that Kylie Minogue is the latest star to of joined Robbie Williams and other celebrities in becoming a major shareholder in the company and the face of their new campaign, which will debut live on over 100 UK TV channels later this week.
The British rival to Spotify and Apple Music has developed it’s own streaming service and already has celebrity backers onboard including Robbie Williams, Alesha Dixon and Sheryl Crow. As well as featuring on the TV ad campaign, which will run until December 21st, Kylie will also become a curator, making her able to share her exclusive playlists.
Kylie has commented to Music Week Magazine on their new partnership saying, “Music is my life’s great passion and I’m excited to be joining Robbie, Sheryl and the rest of the curation ream at Roxi. I can’t wait to share my playlists and the music I love with you all on Roxi.” The campaign will feature Kylie performing her new single ‘Magic,’ featured on her new album out last week. The advert is set in a family living room which is transformed into a nightclub dance floor, yoga studio, quiz floor studio and ends in a concert stadium with Kylie.
ROXi CEO Rob Lewis has reported to of said to Music Week, “We’re delighted to welcome Kylie to Roxi. She’s the world’s favourite Australian export and has sold more than 80 million albums worldwide with seven No.1s in the UK alone. Having Kylie join the team at Roxi will help us to deliver on our vision to get everyone listening together, singing together, dancing together, playing together, with Roxi.”
As well as investment from former McLaren executive Rob Davies, the company also has financial backing from Hendrick Holmark, the former finance chief for Pandora and Saracens ruby owner Nigel Wray. The Telegraph newspaper reported that the company also struck partnerships with Sky in September, bringing their streaming services to Sky Q box top sets.
Between this week and the 21st December, there will be more than 350 million impacts broadcasted and the ad will run on over 100 TV channels to include sky movies, sky sports, channel 5, Discovery and most music channels. Although the business launched in 2015 and has suffered a series of delays, it has focused on developing software which can be installed on Televisions and game consoles.
ROXi originally manufactured their own top box for £99 in 2015 under a different name, ‘Electric Jukebox’ but it was clear they had to use an updated technology which could be more adaptable in order to succeed in the music business.
Due to market fluctuations over the coronavirus and Brexit, the company decided to cancel a float which could of seen it rise to 50 million, but the fluctuations in the market gave them concerns in this instance. Rob Lewis admitted to The Telegraph that the development of ROXi has been a “very long, arduous journey.” Their determination to succeed in these uncertain times is now being fulfilled and having backing from huge stars such as Kylie Minogue will certainly go in their favour.
