{"id":20499,"date":"2023-11-09T23:28:30","date_gmt":"2023-11-09T23:28:30","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/siriusxm-rebrands-to-get-younger-listeners-tuning-in\/"},"modified":"2023-11-09T23:28:32","modified_gmt":"2023-11-09T23:28:32","slug":"siriusxm-rebrands-to-get-younger-listeners-tuning-in","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=20499","title":{"rendered":"SiriusXM rebrands to get younger listeners tuning in"},"content":{"rendered":"

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Radio has gone to the dogs\u2026literally.<\/p>\n

As part of a rebranding initiative unveiled this week, the satellite radio turned audio company SiriusXM brought back its one-time mascot, the dog that used to appear on its logo years ago.<\/p>\n

The return of the dog, which the company has named Stella, is part of a larger brand refresh for the audio brand that also includes a new logo, a new consumer app with upgraded tech, new content, and new brand partnerships, much of which is designed to attract younger generations of listeners.<\/p>\n

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Getty Images for SiriusXM<\/p>\n<\/figcaption><\/div>\n<\/div>\n

Bird\u2019s-eye view: <\/strong>While SiriusXM\u2019s primary audience is made up of radio-native Gen Xers and older, the company sees its \u201cgrowth audience\u201d as younger, more diverse audio consumers, SiriusXM CEO Jennifer Witz said during a press presentation in New York City.<\/p>\n

That group of consumers is much more familiar with streaming audio than listening to the radio, which is perhaps why SiriusXM\u2019s rebrand includes not just a new design, but an overhaul of its consumer app. Streaming-only app access will run $9.99 per month, less than what the company currently charges for its streaming package.<\/p>\n

\u201cTo connect with a new generation of listeners, we needed to solve the barriers that exist today in this group and begin to transform our business,\u201d Witz said on stage. \u201cTraditionally, auto manufacturers have served as our primary source for trials, and while that continues to remain a key part of our business, over the last few years, consumer preferences have shifted.\u201d<\/p>\n

Last month, SiriusXM reported that third-quarter revenue was nearly flat year over year, but said that ad revenue from the music-streaming platform Pandora and its off-platform segment (which includes adtech tool AdsWizz and its non-owned-and-operated platforms) increased by 3% year over year.<\/p>\n

Roll over:<\/strong> Aesthetically, the rebrand hinges on the idea that SiriusXM \u201cwas born in the sky,\u201d SVP and Chief Growth Officer Suzi Watford said during the company presentation\u2014a literal reference to the company\u2019s satellites that beam radio to certain customers. The new logo for the brand features a star inside the \u201cS,\u201d which is meant to represent the star Sirius, according to Watford, the brightest star in the sky that\u2019s sometimes referred to as the \u201cdog star.\u201d<\/p>\n

Speaking of dogs, Stella doesn\u2019t appear as part of SiriusXM\u2019s new logo, but will \u201cpop up in fun and engaging ways in our communications and brand\u201d from time to time, Watford said. She didn\u2019t say exactly where Stella might stick her nose, but she did note that SiriusXM is planning to kick off \u201cone of its biggest marketing campaigns ever\u201d next year to show off its new branding.<\/p>\n

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There\u2019s an app for that: <\/strong>One of the major barriers to attracting younger listeners is the fact that they don\u2019t favor genres, which SiriusXM channels specialize in, as much as they \u201cassociate their taste with the artists themselves,\u201d Chief Product and Technology Officer Joe Inzerillo said onstage. Based on that finding, SiriusXM will allow users to indicate musical preferences by artist in addition to by genre when joining the app so they can listen to channels based on their favorite artists.<\/p>\n

In the app, users are dropped into a personalized \u201cFor You\u201d page and can jump into listening or browse customized audio content that includes music and programming from SiriusXM\u2019s flagship radio service, music from Pandora, and podcasts from Stitcher. The new app will be introduced in December, with some features available as early as Dec. 14 and others rolling out next year, Inzerillo said.<\/p>\n

Celebrity-suite:<\/strong> During the unveiling event, SiriusXM announced a roster of new artist-led content, which could also help bring in younger listeners. Kelly Clarkson (who performed at the event), John Mayer, and Shaggy will all get their own SiriusXM channels where they will curate music selections, while existing channels will begin featuring temporary \u201ctakeovers\u201d from almost 200 artists, including Olivia Rodrigo, Cardi B, and Metallica, President and CCO Scott Greenstein said.<\/p>\n

SiriusXM also announced new brand partnerships with Audible, Polestar, and Hilton meant to further expand its distribution inside and out of cars.<\/p>\n

\u201cWe know our service is absolutely unmatched in the market,\u201d Chief Commercial Officer Joe Verbrugge said. \u201cWe just need to find new ways to connect with the right audiences.\u201d<\/p>\n<\/div>\n

Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Radio has gone to the dogs\u2026literally. As part of a rebranding initiative unveiled this week, the satellite radio turned audio company SiriusXM brought back its one-time mascot, the dog that used to appear on its logo years ago. The return of the dog, which the company has named Stella, is part of a larger brand […]<\/p>\n","protected":false},"author":1,"featured_media":20500,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-20499","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\nSiriusXM rebrands to get younger listeners tuning in | Brandiary<\/title>\n<meta name=\"description\" content=\"Radio has gone to the dogs\u2026literally.As part of a rebranding initiative unveiled this week, the satellite radio turned audio company SiriusXM brought back\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=20499\" \/>\n<meta property=\"og:locale\" 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