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At the rate it is going, the new streaming platform is on track to have enough investments that’ll make up to £200 million in flotation on London’s stock market. With the latest funding round (in which Minogue was a part of), it is believed to value ROXi at around £50 million, will help the streaming platform extend its user base and service to a new high of potentially 500 million devices that they hope will be met by 2022. This will be achieved by launching on other platforms such as smart TVs from Samsung and LG, gaming consoles like PlayStation, and Apple TV.

What is ROXi? ROXi boasts itself as the first “made for TV music experience”. It offers a massive catalogue of features and music Apps “products including karaoke and a 55m song” available to stream instantly. It also offers the ability to play music games. At present ROXi is available on Sky,s Q service as well as Google’s Android TV. It is available to purchase the hardware ROXi device here, which comes with its nifty remote controller that doubles up as a snazzy microphone for its voice commands, karaoke, and music games.  

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Kylie Minogue, when she’s signed up as an investor, is now in a three-year deal with ROXi. This includes being the face of its advertising campaign. Minogue is the most recent big name to invest in the new streaming platforming. as well as Robbie Williams, ROXi also has investments from firms like Sun Capital as well as “Henrik Holmark, the former finance chief at the music service Pandora, and Chris Wright, the founder of Chrysalis Records. Other backers include Lorna Tilbian, the chairman of Dowgate Capital and a former board member at the ad group M&C Saatchi, and Roxi’s chairman, Rupert Howell”.

ROXi’s founder Rob Lewis has commented on the new growth and traction of ROXi “We have seen huge growth during lockdown, with people using their TVs for more interactive entertainment at home, the fundamental thing is when you are looking at a potential initial public offering in the future you want to be growing as quickly as you possibly can be. And with this funding, Roxi is ready to start to roll out on other platforms and in other countries.”

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.