The Black Wavemakers

Role: Brand Strategy /Copywriter

THE BRIEF: For Black History Month SiriusXM wanted to create an all encompassing brand campaign to celebrate the rich legacy of African American culture that is represented on its platform. 

THE PROBLEM: SiriusXM’s breadth of content from A/A content creators is immense and diverse which made fitting it under one cohesive brand campaign a challenge. 

THE INSIGHT: SiriusXM’s wealth of content from black voices proved to be more of an asset than liability.  Research confirmed the often repeated but continuously overlooked studies that  suggest African American audiences highly value diversity of thought and experiences in entertainment options. Armed with this information I set off to design a brand territory for this cultural moment that provided enough space within the margins to encompass the wide range of personalities and content represented on the satellite streaming giant while presenting it under a central theme extending from the brand’s established tone and voice.

THE WORK: The resulting creative territory The Wave is 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: The brand campaign birthed from this territory was 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.