Aussie pop queen Kylie Minogue is to join Robbie Williams as a major shareholder in ROXi.

Kylie is the latest high-profile artist to back the music streaming innovator after Williams, Sheryl Crow and Alesha Dixson.

ROXi investors also include McLaren legend Ron Dennis, Saracens RFC owner Nigel Wray, U2’s former manager Paul McGuinness and Mark Gretton, the former CTO of TomTom.

Kylie will star in ROXi ‘s new TV ad campaign, which debuts nationwide on over 100 UK TV channels later this week.

She also joins the company as a ‘ROXi Curator’, sharing her exclusive playlists on the service.

“Music is my life’s great passion and I’m excited to be joining Robbie, Sheryl and the rest of the Curation Team at ROXi,” Kylie said.

“I can’t wait to share my playlists and the music I love with you all on ROXi.”

ROXi CEO Rob Lewis added: “We’re delighted to welcome Kylie to ROXi.

“She’s the world’s favourite Australian export and has sold more than 80 million albums worldwide, with seven number ones in the UK alone.

“Having Kylie join the team at ROXi will help us to deliver on our vision to get everyone listening together, singing together, dancing together, playing together, with ROXi.”

ROXi’s TV ad campaign features Kylie singing ‘Magic’ a single from her new album ‘Disco’, released last Friday.

Kylie ROXI advert

The TV ad features a family living room that is magically transformed by ROXi into a nightclub dance floor, yoga studio, quiz show studio and, with the assistance of Kylie, a packed out concert stadium.

With more than 350 million impacts broadcast between its debut this week and 21st December 2020, ROXi’s ad will run on over 100 TV channels including the whole Sky portfolio; multiple Sky Movies and Sky Sport channels, plus Channel 5, Discovery Network and most music channels.

Kylie’s appointment follows the ROXi’s recent rollout of its’ unique music entertainment experience to millions of UK homes through Sky Q.