A new global streaming platform has launched today, aiming to capture a significant share of the worldwide hard rock and heavy metal music market, which is estimated to be worth upwards of £19bn.
Edinburgh-based Rockifi offers the only dedicated streaming platform for fans and artists of this popular genre of music.
The service will target the estimated 530 million strong global fan base of hard rock and heavy metal music, enabling devotees to stream live events, discover and rate new artists, and donate funds to support bands as well as workers in the Covid-affected music industry.
Artists will also be supported via Rockifi, which will provide a focused platform for them to monetise live music events and sell merchandise.
The service goes live online today at www.rockifi.com with the backing of Richie Ramone, a former drummer of legendary New York punk band The Ramones, who is an official Rockifi brand ambassador.
Apps to access the service via IoS and Android are set to follow in 2021.
The company’s founders had initially developed the service around live music events but successfully pivoted their business model following the Covid-19 outbreak earlier this year to enable fans and artists to connect at a time of social restrictions and beyond.
To mark Rockifi’s launch, Manchester metal band Ingested will perform two live streamed concerts from one of the city’s iconic venues, one for a UK and European audience, and the other for their fans in North America.
Rockifi was founded by Ruaridh Currie and Felicitas Betzl. Currie has worked for almost 18 years for leading Scottish digital agencies, and has been creative director on projects for the likes of Channel 4, Tottenham Hotspur and Standard Life.
Betzl runs award-winning digital marketing agency Serps Invaders, which focuses on multilingual digital marketing campaigns. She is also an ambassador for Women’s Enterprise Scotland.
The senior management team also includes chief technical officer Greg Fyans who has worked with some of Scotland’s largest agencies including Equator, Peach Digital and Screenmedia.
Along with brand ambassador Richie Ramone, Rockifi’s advisers include former executives from US record labels and senior figures from the UK radio and publishing industries.
Rockifi Co-founder Ruaridh Currie said: “The appetite for hard rock and heavy metal, particularly outside of the UK, is truly staggering with research showing fans will spend an average of four times more per month on music compared to those of other genres.
“Our new service will engage with this global community by enabling fans to experience live stream concerts, purchase merchandise, show appreciation for artists’ content and interact with other like-minded people across the planet.
“Rockifi is a two way platform which also supports hard rock and heavy metal artists in getting their music out to an international community, including during this present time of pandemic-related challenges.”
Fellow co-founder Felicitas Betzl said: “While we are based in the UK, Rockifi will have a strong focus on Brazilian, North American and Scandinavian markets which contain the highest concentration of Hard Rock and Heavy Metal enthusiasts. This audience has, until now, been underserved by music streaming services.
“We are searching for further investment to help us roll out our longer term global strategy which includes reaching fans and artists in their native languages within every key market.
“We also have plans to further develop the Rockifi technology across other music genres where we’re exploring options to provide white labelling and licensing options for record labels, artist