That Eric Alper

Today, SiriusXM unveiled a new, national multi-platform brand campaign, showcasing how SiriusXM brings listeners closer to what moves them. Developed in collaboration with agency of record, Uncommon Creative Studio, the national campaign follows the unveiling of SiriusXM’s brand refresh in late 2023, and is a continuation of SiriusXM’s work to welcome in new audiences while super-serving its listeners.

“At SiriusXM we are passionate about audio. Our ‘Closer’ campaign features powerful, emotive and iconic creative showcasing the role that SiriusXM plays in people’s lives and is a celebration of the power of audio,” said Suzi Watford, Chief Growth Officer at SiriusXM. “As we look to connect with the next generation of SiriusXM listeners, we’re focused on telling stories of how we bring listeners and fans closer to what moves them. We’re extremely proud of how that message comes through in this campaign, and how we are able to reflect the stories we hear from listeners and their passion for what we do.”

To kick off the campaign, SiriusXM unveiled “A Life in Sound,” a new short film directed by Emmy award-winning director Kim Gehrig, on SiriusXM social channels, a cut of which will air on national television in the US during the 2024 Oscars. The piece follows a woman dancing as she moves through different phases and milestones of her life while listening to a wide variety of songs and interviews that each have a unique place on SiriusXM, emphasizing the breadth and depth of audio experiences available on the audio entertainment service. By showcasing a life in sound, the creative highlights how SiriusXM brings listeners closer to what they love and what moves them throughout their lives.

“‘A Life in Sound’ celebrates the real, universal, and uniquely human experience of being moved by the audio you love. One film. One woman. Dancing through the different chapters of her life. It is the truth of the SiriusXM experience captured in film,” said Nils Leonard, Co-founder at Uncommon Creative Studio. “And as a creative studio, we were honored to have the opportunity to capture and share that magic.”

The Company’s vibrant out-of-home (OOH) campaign spotlights three growing genres across the SiriusXM portfolio—hip-hop, country, and sports. The scenes capture the passion and power of these fandoms and how SiriusXM invites listeners into these communities. Crowds surround a listener in each genre, who is unphased by the madness unfolding around them, as they tune in to their favorite channel on SiriusXM. Shot by renowned photographer and filmmaker Gabriel Moses, the campaign also features SiriusXM subscribers and super-fans of these genres across static and motion OOH on digital and in New York, Los Angeles, Nashville, Boston, and Atlanta, as well as in digital-first behind-the-scenes content and interviews with SiriusXM hosts.

“Closer” follows the success of several early works by SiriusXM – including the Guest DJs and showstopping “Metal Sweater” campaigns as well as the rollout of SiriusXM’s refreshed brand identity and new logo – all following the audio entertainment company’s launch of its next generation streaming app in December 2023. Each piece brings to life the Company’s brand platform and key differentiators, highlighting SiriusXM’s ability to take fans deeper into their passions and connect with audio’s top talent and rising stars. This is expected to continue throughout 2024 and beyond, with a new, audio-focused iteration of the “Closer” campaign launching in the coming weeks, highlighting the diverse slate of voices that fill SiriusXM’s airwaves each and every day.

 SiriusXM today announced Listen Next, a new initiative designed to develop diverse audio talent and promote inclusivity in podcasting. Listen Next will pair the power of SiriusXM and first launch sponsor State Farm with leading, diverse-led production companies to help the next generation of creators break through the audio landscape and launch successful, sustainable podcasting careers. The program’s first season will launch with the first show, “Stars and Stars with Isa,” produced in collaboration with Futuro Studios, premiering March 19.

Listen Next will include a full year of distribution, marketing resources, production support from the specialists at SiriusXM’s Stitcher Studios, networking opportunities and guidance from talent and executives across the podcasting industry. Podcasters will retain full ownership rights to their work. In collaboration with the production studios behind the shows, Listen Next will amplify creators both in front of and behind the mic, and offer a megaphone to their stories.

”With Listen Next, we’re thrilled to accelerate the audio careers of the next generation of podcasting stars and contribute to a more inclusive audio industry,” said Kameel Stanley, Program Director, Stitcher Studios. “By collaborating directly with diverse-led production studios, we are able to make a greater impact in amplifying rising voices behind the mic. We’re thrilled to work with these studios and creators to bring Listen Next to life in 2024, and to welcome new talent into the SiriusXM family.”

By sponsoring the inaugural Listen Next season, State Farm is empowering the next generation of podcasters to focus on developing their shows and stretching their creativity at the very start of their podcasting journeys. In doing so, State Farm is making a direct contribution to the diversification of podcasting and the support of BIPOC creators at the earliest stage, before the shows even launch.

“As podcast listenership continues to grow and become more diverse, we are thrilled to play a small part in helping to develop and elevate new voices in the space,” said Mike Reid, Vice President of Revenue Partnerships at SiriusXM Media. “By bringing sponsors into the program, we can do even more to not only amplify these much-needed voices, and directly support them in launching their podcasting careers. We are thrilled to have State Farm joining us in investing not only in the next generation of great BIPOC creators, but also in our overall mission to amplify diverse voices and uplift future podcasting superstars.”

“Podcasts are increasing in popularity especially with younger generations, so it is imperative that new talent can showcase their perspectives and creative talents across the growing digital landscape,” said Brent Malik Bynum, Marketing Director at State Farm. “State Farm is excited to be collaborating with SiriusXM to lead the way for more diverse voices to connect with listeners worldwide.”

To learn more about the program, visit siriusxmmedia.com/listennext.