SXM - the black wavemakers

The brand

In 2012, SiriusXM’s breakthrough satellite technology cemented its place as the undisputed leader in audio entertainment. But within a decade, the landscape had shifted dramatically. The rise of internet streaming unleashed a new era of competition, with platforms like Spotify, Apple Music, and others rapidly gaining market share.

What fueled much of that growth? The cultural output of communities of color—particularly the global influence of Black music, creators, and cultural movements. These competitors didn’t just deliver technology—they delivered culture, positioning themselves as homes for the voices, trends, and talent shaping the future.

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 amplifying 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 its voices of color 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

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.

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/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.