Startle launches first US division

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Leading entertainment technology supplier expands business worldwide with new US base

Startle International Limited – leading providers of disruptive technology solutions, entertainment services and interactive music tools – is to expand its global business with the opening of its very first overseas subsidiary.

Building on a number of recent successes in the USA, Startle International Limited has opened its first office on Madison Avenue in New York City. Hiring two new members of the team to build relationships with US customers, Startle expects to see nearly half of all business come from America in the next 12 months.

The expansion follows the company’s recent rebrand announcement; a major transformation which saw the formerly titled, Virtual Jukebox – positioned as a jukebox replacement for businesses in the retail and hospitality industries – develop a whole new look and identity. Startle is designed to meet the desires of businesses looking to provide a more all-encompassing entertainment offering for their customers. Both the rebrand and global expansion reflects the innovation, quality and versatility that Startle encompasses – demonstrating the evolution from UK-based Virtual Jukebox, to a comprehensive, international industry leader.

Startle CEO, Andy Hill, said: “Our desire to help retail and hospitality brands achieve higher revenues through in-venue innovations and technology appears to be striking a real cord in the US. In order to address these desires and meet the growing demand, it’s essential that we have an American team to offer bespoke support and pioneering solutions.”

Startle’s COO, Adam Castleton, also comments on the expansion: “As a business, we’ve come a long way in the past two years and we’re very excited to be in a position to be able to offer our products and services to an overseas market. Opening a New York-based office to build new and nurture existing relationships feels like the natural next step.”

Startle International Limited will offer its American customers the same portfolio as its UK customers which, since August 2015, has gone from strength-to-strength – comprising a number of products and services, including Startle Mixes, Startle Music, Digital Signage and Music Profiling. This global expansion follows a hugely successful year for the technology business – having secured partnerships with Greene King, Domino’s Pizza, BT Sport and Australia’s largest discount store, The Reject Shop – with more in the pipeline for 2017.


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Maisie Johnson    Fleet Street Communications T: 020 3567 1290 E: maisie(at)fsc(dot)uk(dot)com
Lottie Armstrong Fleet Street Communications T: 020 3567 5812 E: lottie(at)fsc(dot)uk(dot)com

About Startle
Startle is dedicated to helping retail and hospitality brands provide exceptional digital venue experiences for their customers. Startle is proud to offer the following services to retail and hospitality businesses: Background Music, Interactive Music, DJ Mixes, Digital Signage, Quiz System, Loyalty Schemes, Music Profiling, Managed Licensing, Professional Installations, and Creative Services. By combining multiple products from its catalogue, Startle helps customers get more from their venue by implementing multi-functional, innovative and creative strategies, and educating them on how to make the most of this.

Please find further information about each of Startle’s services here:

CEO Andy Hill is a serial entrepreneur and innovator. Hill was previously founder and CEO of I Like Music, the joint venture partner in Startle. COO Adam Castleton has extensive technical and operational experience, working with companies such as ITV, 3M and Western Digital. Castleton was previously Head of Digital Strategy at London and New York Digital Agency, Rawnet.

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Maisie Johnson
Fleet Street Communications
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