Rockbox USA Launches U.S. Network
Rockbox USA used #OOHNYC and the DPAA Global Video Everywhere Summit to launch into the U.S. out-of-home market, with plans to scale to 600 digital screens across 150 independent live music venues in 20 U.S. cities, as reported by DailyDOOH. The venture was founded by Paul Carr, builds on three decades of UK experience, is being built with Marauder, and will be powered by Broadsign's out-of-home advertising platform, according to the company.
Rockbox USA has entered the U.S. out-of-home market, using #OOHNYC and the DPAA Global Video Everywhere Summit to announce plans for a national digital screen network across the country's independent music venues, DailyDOOH reported. According to the company, it intends to scale over the coming months to 600 digital screens across 150 independent live music venues in 20 U.S. cities.
The venture was founded by Paul Carr and, per Rockbox USA, builds on three decades of experience running the same model in the UK. The company frames the U.S. move as a natural step between two countries it says share a passion for live music and a grassroots music culture.
Carr told DailyDOOH that the UK and the U.S. share an "incredible passion for live music," and that the UK experience showed how powerful these environments can be for advertisers. He called the U.S. expansion "a natural progression" and said the ambition is to "build the leading media opportunity for brands to connect with live music culture in the U.S." — a description that is the company's own promotional framing.
Rockbox USA says it will focus on independent clubs, music halls and locally owned venues rather than arenas, stadiums and large corporate entertainment venues. The company describes this as creating a national out-of-home platform from a traditionally fragmented part of the U.S. live music market.
The network is being built with Marauder, a New York-based music marketing agency that Rockbox USA describes as having deep relationships across America's independent music communities. Broadsign's out-of-home advertising platform will power content and ad serving across the network, according to the company.
The launch, the 600/150/20 screen-and-venue figures, the Marauder partnership and the described UK track record all rest on Rockbox USA's statements as reported by DailyDOOH; no independent confirmation of the figures or partnerships was provided. Rockbox USA's stated goal of becoming "the leading media opportunity" for brands ties to live music culture is aspirational and attributed to the company.