How ROXi Took on the Streaming Giants
ROXi didn’t try to outstream Spotify. It created a whole new category – Music Entertainment for Families.
Want to turn up the beat on your DTC growth? Lets make music.
Crowded Market. Big Ambitions.
In the late 2010s, the music streaming industry was exploding, led by Big Tech platforms like Spotify, Apple Music, and Amazon. Everyone was targeting millennials with algorithmic playlists, solo listening, and mobile-first interfaces.
But one audience was being ignored: families.
While the giants chased earbuds and Gen Z, we spotted an opportunity: to create a music entertainment platform designed for shared moments – in living rooms, not headphones.
We weren’t building another playlist engine. We were building a product for mum, dad, kids, and grandparents — to sing, dance, and laugh together.
From Commodity to Community
ROXi had to differentiate hard. So we built a bold, emotional brand around shared joy, not solo streaming.
- Developed the brand positioning: “The music entertainment system for families.”
- Built a narrative around togetherness, nostalgia, and play
- Showcased features that differentiated ROXi from the competition:Karaoke, Music trivia games, Mindfulness and Meditation, Music videos, and Global Radio
- Crafted playful, accessible, high-contrast visuals with motion-led demos
- Created campaign assets focused on shared use: family scenes, Smart TV integration, and in-home entertainment
- Launched a brand campaign called “Shared Joy”, supported by celebrity backers like Kylie Minogue, Sheryl Crow and Robbie Williams
Building the DTC Growth Engine
Before most consumer tech brands embraced DTC, we made it ROXi’s core route to market.
Why? Because we wanted control, margin, and first-party data. And we had a story worth telling ourselves.
- DTC ecommerce platform with integrated payments and Smart TV bundles
- Full-funnel performance marketing via Meta, YouTube, Google, and affiliates
- Lifecycle marketing with CRM and retargeting strategies that scaled
- Data pipeline to measure CAC, MER and LTV in real-time
- Launched ROXi TV ad campaigns with integrated DTC offers
- Negotiated media partnerships to increase visibility and cost-efficiency (e.g. Sky Media)
ROXi Didn’t Just Stream. It Soared.
Delivered a turnkey DTC solution that delivered a scalable new revenue stream, a direct relationship with high-intent customers, and a strong foundation for international growth.
