SiriusXM hosted an event in New York City on Wednesday (Nov. 8) in which the company unveiled a new-look version of its app, set to debut Dec. 14, while announcing a rebrand and a slew of new programming initiatives, including new channels run by John Mayer and Kelly Clarkson, among others.
In conjunction with the app, Sirius will also offer a streaming-only subscription tier for $9.99 per month, aimed at younger listeners who are interested in the service’s 400-plus channels of content and podcasts but don’t generally listen in the car, where Sirius has become dominant in recent years. The new-look app will include increased customization, a new playback experience, an audio library, a new home for its podcast content and improvements in search and discovery, executives stressed at the two-hour event.
The new channels will begin rolling out in the next few months, starting with Clarkson’s channel, called the Kelly Clarkson Connection, which will be available starting today. Clarkson appeared on stage at the event with her band and introduced her channel — which she said will be on Channel 12, as she isn’t a fan of odd numbers — that will include her music and a variety of other music she enjoys and is inspired by. To kick that off, she and her band performed a cover of Miley Cyrus’ “Flowers” — which she said they just learned hours before — and her own “Since U Been Gone.”
New channels from Shaggy (Shaggy’s Boombastic Radio), who also appeared on stage, and Smokey Robinson (Smokey’s Soul Town) are also available beginning today. A limited-edition channel from Dolly Parton, Dolly Parton’s Rockstar Radio, will go online Nov. 15, while Mayer’s show, which will be available year-round and is called Life With John Mayer, is set to debut Nov. 22. A weekly show by James Corden and a new true-crime channel from Crime Junkies podcast host Ashley Flowers will also soon come online.
“The introduction of the new SiriusXM streaming experience marks a pivotal moment in our history, one that kicks off a new era of innovation at our Company,” SiriusXM CEO Jennifer Witz said in a statement following the event. “And this launch is just the beginning; we will continue to iterate and develop our product offerings throughout the next year and beyond as we strive to deliver our subscribers the best listening experience on the go, in the car, and wherever they choose to tune in. From can’t-miss live moments to the perfect soundtrack for any occasion, with the new SiriusXM, we are putting our differentiators at the forefront and welcoming in a new generation of listeners, bringing them closer to what they love.”
The event opened with Witz introducing the new app, before turning the stage over to Sirius’ biggest and longest-tenured star, Howard Stern, who spoke about his frustrations during his time on terrestrial radio that led to him taking a chance on the then-nascent Sirius 17 years ago. “Everyone said it’s gonna fail, you’re stupid, you’re ugly — and those were my parents,” he joked. “To me, SiriusXM was an oasis in a desert of censorship. … My mission is to convince audiences that radio is worth paying for, and I think that mission continues to grow. I think there’s a bright future for Sirius. I banked my career on it.”
In addition to Clarkson and Shaggy, the event saw cameos from Conan O’Brien, Andy Cohen, Maren Morris, Flowers and Kevin Hart, while Corden and Mayer appeared in short video segments. And it ended with a performance from Def Jam rapper Armani White, who performed his hit song “Billie Eilish.”
As part of the rebrand — which includes a new logo — executives also re-introduced Sirius’ dog mascot, named Stella, after the Dog Star constellation from which Sirius took its name. The company also announced a new partnership with Audible to share content beginning next year, as well as renewed partnerships with car manufacturers and hotel chains. Next year will also see the company bringing on 160 new artist DJs, including Olivia Rodrigo and Morris, among many others.
