MixRadio, previously available only on Windows and Nokia phones, is going global. The streaming service debuted on Android and iOS platforms Tuesday (May 19) and unveiled a new deal with HTC at a media event in New York, accompanied by artist ambassadors Nile Rodgers and Charli XCX.
Previously owned by Microsoft, which spun off the service last July, MixRadio was acquired last December by messaging service LINE for an undisclosed sum. Currently available in 31 countries, MixRadio is a free, ad-supported streaming radio product that allows listeners to create and curate playlists from a licensed library of 35 million songs. Mike Bebel, MixRadio’s chief operating officer, cites the U.S., UK and Brazil as focus markets, with India, Singapore and Indonesia also among the service’s top territories.
Bebel declined to provide specific audience stats, but tells Billboard, “We have millions of users across our current footprint on Windows phones that have been delivering positive feedback throughout our evolution. And we’ve taken in millions of datapoints from that user base, and are now leveraging those to extend that wonderful experience to iOS and Android.”
A newly inked marketing pact with HTC will make MixRadio the exclusive partner for HTC’s BlinkFeed, providing users with personalized music news. Other strategic partners include Adidas’ MiCoach Smart Run watch, and Harman Kardon’s Omni speakers.
And though the company formerly known as Nokia Music has previously teamed with artists like Green Day for album premieres in the past to stay competitive in the increasingly crowded U.S. market, Bebel says the company will look to focus on enabling discovery. “We want to work with all artists around and the world, and in many cases, people don’t really know they love an artist until they have an opportunity to discover and experience them. That’s a big part of what we do. We want to help artists bring the music they’re producing out to the world.”