With MixRadio purchase, Line is set to have two separate music streaming services

Blockbuster mobile messaging app Line announced overnight the purchase of Microsoft’s MixRadio music streaming service for an undisclosed sum. At Line Conference Tokyo 2014 in October, the company made public its plans for a music streaming joint venture – dubbed Line Music – with the Sony Music Entertainment (SME) and Avex Digital record labels. That move was confirmed last week, but reports indicate that the Line Music service will operate independently from MixRadio.

According to Musically, MixRadio chief (and vice president of entertainment at Nokia) Jyrki Rosenberg says that Line Music will target the Japanese market while MixRadio will have a global focus. While SME has a variety of both Japanese and international artists, the separation of services makes sense in regard to Avex Digital – a Tokyo-based label that signs mainly J-pop groups and domestic solo artists. Neither service has been given a release date for its respective debut on the messaging app.



Bringing Line Music to fruition has been, and continues to be, a lengthy process. The service was first mentioned at Line Conference Tokyo 2013, when Jun Masuda – Line’s senior executive officer – said it would be rolled out by the end of last year. Playing the long game may actually benefit listeners, however, as the joint venture has amassed a war chest of JPY 480 million (US$4 million) between the three entities – plenty of cash for negotiating with any would-be Taylor Swifts. As for MixRadio, Line’s acquisition will undoubtedly free the service from being a Windows Phone exclusive.

(Source: Musically)