Swedish pop duo Roxette on a digital tour around the world
by Jorn Rossing Jensen
- LevelK is orchestrating the international day-and-date digital release of Jonas Åkerlund's music documentary Roxette Diaries, which is already available in 72 territories
A few days ago (7 March), Roxette Diaries – Swedish director Jonas Åkerlund's music documentary portraying the Swedish pop duo comprising Per Gessle and Marie Fredriksson, who have since 1986 sold 100 million records worldwide – benefited from a day-and-date release via electronic sell-through, transactional VoD and DVD on demand in 72 territories in North America, Latin America, mainland Europe and Russia/CIS. The release will continue on 21 March in Asia, Australia, Brazil and South Africa.
Danish international distribution and sales agency LevelK, which has previously broken new ground in online releasing (in collaboration with the Sundance Film Festival, it launched Danish director Berit Madsen's Sepideh [+see also:
film profile] on iTunes the day it premiered in Utah), has partnered with major local digital platforms and key global players for the operation.
“We wanted to minimise the number of intermediaries required to make such a big undertaking as a worldwide, multi-platform release. The strength of LevelK's aggregation operations renders this release both possible and viable,” explained Johan Ivarsson Björklund, sales manager at Nordic distributor Atlantic Film.
“This kind of release makes sense for Roxette Diaries, a film that is not a theatrically orientated documentary. This way, we can benefit the most from the digital windows and each digital right, prior to television,” added managing director (and founder) of LevelK Tine Klint, who regularly attempts new forms of cross-platform/cross-country distribution.
When Roxette started its latest world tour, Åkerlund – famous for his music videos (he won a Grammy for Madonna's Ray of Light in 1998) – made Roxette Diaries, which includes private videos made by Gessle, as well as footage recorded backstage and on the tour bus when the duo broke through with Look Sharp; it also spans the successes of Joyride and It Must Have Been Love.