SXM - the black wavemakers
The brand
In 2012 SiriusXM's breakthrough technology as a satellite radio service made it king of the audio entertainment world. Within just ten years the internet streaming era was in full swing, the brand faced stiff competition and it was swiftly losing its dominance in the market. Its competitors were growing exponentially and much of that growth was powered by content created by and focused on the cultural output of communities of color. While SiriusXM’s breadth of content from A/A creators was immense the brand struggled to collectively position itself as being a truly diverse platform tapped into black culture.
the brief
When SiriusXM approached the Creative Labs to develop a brand campaign for Black History Month, they weren’t just looking to check a box—they wanted to make a statement about its dedication to amplifyig voices of color.
Our challenge was to shift the perception of the SXM brand in the minds of culturally engaged Black audiences and allies who value meaningful representation. from that of a legacy radio platform to a vibrant, diverse content hub that was part of the larger cultural conversation about the who, what, why, and where of all things African American culture and influence. We firmly believed that SiriusXM could lead the conversation by centering the voices that have shaped and continue to shape global culture.
the challenge
the opportunity
With cultural appropriation and authenticity at the forefront of public conversation, we saw an opportunity to reinforce our messaging by centering Black creators at the center of global culture and how influential the ideas of African Americans influence all of us regardless of our background. We could reframe the brand's presence during Black History Month—not just as a commemorative effort of the past, but as an always on - in the making and future-facing celebration of cultural leadership.
The Insight
SXM’s large content offering from a diverse range of Black creators across music, sports, news, and entertainment was a huge advantage for the audio platform but its fragmented approach to elevating this content was diluting its collective power.
What the brand needed was a cohesive approach to unifying all this programming into a larger narrative that spoke volumes and resonated culturally and emotionally and BHM was the perfect moment to execute on this vision.
Gen-Z and Gen Alpha audiences, identifying as POC place a high value on diversity of thought and experience in entertainment. They want to see themselves in full—not just in genre, but in impact. For brands to truly resonate with Gen-Z, their messaging must embrace and reflect the complexity of this generation’s multifaceted identities.
Gen-z/alpha seeks platforms that reflect their nuance and creativity, not a homogenous world view.
In an era of cultural reckoning, authentic representation is not optional — it’s expected.
Like audio sound waves that vibrate and shift the world around us SXM broadcasts’s black voices that reverberate and shape the world of pop culture and beyond.Culturally fluent listeners aged 25–45, including tastemakers, artists, and fans of Black creativity.
The Wave — a creative territory that connects past, present, and future innovations of the Black diaspora.
the work
The Wavemakers a multi channel campaign focused on honoring the legacy of African American cultural icons that have impacted global culture in art, music, film, business, politics and more.
It’s about creating a space to recognize the innovations of the African diaspora that have had a ripple effect on us all and a place for the next generation of black artists, creatives, tastemakers, athletes, and activists to lead a conversation around the ideas, and innovations, that will create the (sound)waves that will shape the future landscape of global culture.
The focus of this concept is to celebrate the past contributions of Black America that define us all and identify emerging trends and trendsetters within the Black community that will define the future aligning with SXM company vision To Shape the Future of Audio.
the outcome
Significant lift in brand consideration amongst diverse audiences
Increase in trial starts by consumers of color
Elevated earned media impressions publications targeting audiences of color