Electric Jukebox’s Roxi is available in the U.S. with 7digital-powered music catalog

Last month, we reported on the upcoming Roxi set-top streaming device from Electric Jukebox. There were no definite U.S. release dates at that time, but the company has started shipping the device stateside beginning today. B2B music provider 7digital will be Electric Jukebox’s partner, providing the Roxi music catalog for the U.S. market.

“We’re delighted to be working with Rob Lewis and his team to bring Roxi to the United States. I’m proud of what we’ve achieved and excited by Roxi’s prospects,” 7digital CEO Simon Cole said.

Roxi is the second set-top product from Electric Jukebox. Since the company first arrived on the scene, Electric Jukebox has targeted its messaging toward people who felt daunted by the more common entertainment technology for streaming music. It uses a set-top box and remote cotrol to stream music through a television. Roxi is being billed as a family entertainment option, with features for karaoke and music games. It also has a unique business model, with a one-time cost for the device that includes a free year of music. Unlocking the Premium Music Pass after that first year requires an annual subscription.

Despite bold words from CEO Rob Lewis about “the next British Invasion” in the press release, it’s still not clear how big Roxi’s target audience. While the U.S. is seeing sweeping uptake of streaming music, there are still listeners who have not adopted that approach. But how likely a tech-averse shopper would be to make a purchase from this niche product segment remains to be seen.

Anna Washenko