line-mix-radio

We have known for some time that messaging client LINE wants to get into the music game and today’s announcement leaves no doubt about that. It has just been announced that LINE has agreed to purchase MixRadio from Microsoft. This is the music streaming service that Nokia launched back in the day, Microsoft got it as part of its acquisition of Nokia’s devices and services business, which it’s unloading to LINE now.

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There were rumors earlier this year that Microsoft doesn’t want the MixRadio service to hold it down because the company simply has no need for it. Though instead of shutting it down we heard that perhaps Microsoft would sell it off to a new buyer.

That’s exactly what it did. LINE picked up MixRadio complete with its coverage across 31 countries. The service includes a personalization feature that tailors music for listeners. With LINE’s user base primarily in Asia, MixRadio will provide it with a good expansion platform so that listeners can be provided an enticing alternative to illegal music downloads.

Head of MixRadio, Jyrki Rosenberg, says that the team will remain based in Bristol UK and that the listeners can expect “the same level of commitment” from the team even though there has been a change of ownership. The deal between Microsoft and LINE is expected to close by early 2015.

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