SiriusXM Music Town
SCENARIO: At SiriusXM, we felt the urge to bring once-in-a-lifetime concert experiences to smaller Canadian communities that might fall under the radar. While looking to amplify the voices of Canadian musicians we took to the public to see who would be SiriusXM’s next Music Town.
TASK: Designed a program to welcome Canadian communities into a friendly competition by nominating their town to win an exclusive concert featuring Arkells, Dallas Smith, Walk off the Earth or 2Frères.
Industry: Music & Entertainment
Personal Responsibilities: Partnership Management, Creative Asset Production, Experiential Management, Social Media Management
Partners: Live Nation, Town of Orangeville, City of Miramichi, Community of Blanc-Sablon, and the City of Estevan
Artists: Arkells, Walk Off The Earth, Dallas Smith, 2Frères
Creative Agency: Conflict
Experiential Agency: XMC
PR Agency: ZENO Group
Additional Credits: Susan Simpson, Vanessa Neshevich, Kayla Schwartz, Jennifer Charlebois, Nicole Iantorno, Jean-Philippe Lavoie, Amelia Cai, Aaron Gaouette, Kevin Melhuish, Courtney Rosa, Lauren Georgopoulos
APPROACH
FORMING A NATIONAL RALLYING CRY
By asking Canadian music lovers to vote on the Music Town website and go to social media to share reasons as to why their town deserved to be a part of our inaugural concert series, we received participation from thousands.
With added social media announcements from our artists, word quickly spread across Canada as more and more communities recognized that SiriusXM was bringing big bands to one of their voted towns.
+5.3K
CONCERT ATTENDEES
+100K
CANADIANS VOTED
+18M
EARNED IMPRESSIONS
+32M
PAID IMPRESSIONS
OUTCOME
BUILDING COMMUNITY THROUGH MUSIC
Music Town surpassed all of our key performance indicators (KPIs) and has been recognized as one of SiriusXM’s most impactful showcases and community engagement initiatives to this date.
With +50M earned and paid impressions and engagement from +100k Canadians, the program drove brand love and awareness, while showcasing SiriusXM’s commitment to community, music, and live events across the country.
PRESS
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SiriusXM launches Music Town to bring once-in-a-lifetime concerts to four Canadian towns
CISION
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Walk off the Earth playing free show in Orangeville thanks to town winning SiriusXM Music Town contest
ORANGEVILLE CITIZEN
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SiriusXM Music Town announces the four winning communities of epic concert experience
CISION
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Lloydminster one of SiriusXM’s four Western Canadian Music Town finalists
CIT OF LLOYDMINSTER
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Sylvan Lake one of SiriusXM Canada’s 16 Music Town finalists
RED DEER ACTIVATE
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Belleville wanting to host Walk Off The Earth
QUITE NEWS
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The victory worth voting for: Estevan enjoys SiriusXM Music Town concert with Smith and Prescott
SASK TODAY
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Orangeville shortlisted as a SiriusXM Music Town finalist
TOWN OF ORANGEVILLE
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Estevan announced as SiriusXM Music Town finalist, can win Dallas Smith concert
SASK TODAY
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Uxbridge up against Timmins, Orangeville and Belleville for SiriusXM ‘Music Town’ crown
INSAUGA