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LINE’s Nokia-made ad free music streaming brand MixRadio rolls out in Asia

MixRadio websiteMixRadio, a free music streaming service developed by Nokia and recently bought by Asian messaging brand LINE, is rolling out in Southeast Asia and India, and has signed a co-marketing deal with Taiwanese smartphone and tablet maker HTC.

The announcement, made at the Music Matters event in Singapore, sees the ad-free platform previously accessible only on Microsoft’s Windows operating system made available on Android and IOS platforms too, in Singapore, Malaysia, Indonesia, Thailand, Vietnam and India.

The online music service, which “learns the music listeners like” from a catalogue of 35 million tracks and also offers curated mixes, ad free and without the need to subscribe, is already running in 31 countries. It was launched by Nokia in 2007 and sold eight months after Microsoft acquired Nokia in 2014.

Robertson said in a press release: “We’re excited to be bringing our personalised and easy-to-use music streaming service to a huge new audience in the Asia Pacific region. For many people this will be the first time they have been able to experience MixRadio. We’re confident they will love the simplicity of the experience, the quality of the personalisation we deliver as well as the offline mode which is a unique offering in our industry that lets you take your music anywhere and avoid high data charges.”

The deal with HTC will see MixRadio supply music updates for HTC’s BlinkFeed, a scrolling list of news updates, social feeds, tips and task reminders, in the form of personalised music news customisable by genre.

Phil Blair, HTC EMEA president commented: “HTC is a pioneer in providing top quality audio experiences via mobile. We were the first smartphone company to combine dual stereo speakers, a finely tuned sound profile and Dolby decoding technology to deliver an end-to-end multi-channel audio solution, HTC BoomSound. The MixRadio partnership is the latest example of HTC investing in delivering rich audio experiences, helping us bring completely personal and relevant music news to our users, so they never miss out on the latest releases and mixes of the music they love.”

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