SiriusXM x Boots AND Hearts MUSIC FESTIVAL
SCENARIO: As the Official Audio Streaming Partner of Boots and Hearts Music Festival, SiriusXM has maintained strong on-site visibility. We needed to reintroduce a VIP-exclusive experience on top of our standard branding that brought fans closer to artists and strengthened SiriusXM’s role within country music culture.
TASK: Drive brand connection and platform consideration by turning VIP festival moments into intimate artist access and live music experiences, supported by email, web, social, and on-site display integration — positioning SiriusXM as the destination to discover, listen to, and go deeper into country music year-round.
Industry: Music & Entertainment
Personal Responsibilities: Brand Management, Partnership Management, Experiential Marketing, Content Capture & Distribution Strategy, Creative Resourcing
Partners: Republic Live, Boots and Hearts Music Festival, Burl’s Creek Event Grounds, Everise, SiriusXM The Highway
Artists: Alee, Brothers Osborne, Cody Johnson, Hunter Brothers, Lauren Watkins, Megan Moroney, Taylor-Rae, Alee
Hosts: Buzz Brainard
Creative Direction & Design: Zak Hannah
Additional Credits: Susan Simpson, Vanessa Neshevich, Kayla Schwartz, Nicole Iantorno, Chloe Wolchock, William Mahood, Kyle Lynch, Jevaughn Hall, Nicholas Elliott, Samuel Baba, Kellan Jay
APPROACH
FROM THE BARN TO THE AIRWAVES
To reinforce SiriusXM’s place in country music, we reintroduced and redesigned the main VIP space as The SiriusXM Barn, making it a “get closer” destination for exclusive artist access.
Throughout the weekend, the Barn hosted VIP-only acoustic pop-up performances, artist interviews, and live broadcast moments on The Highway, alongside surprise content captures to fuel SiriusXM programming and social storytelling. Fans received SiriusXM-branded merch, exclusive giveaways, and promotions, turning memorable moments into lasting brand affinity.
HIGHLIGHTS
104k+
FESTIVAL ATTENDEES
3k+
VIP AREA ATTENDEES
2.68M+
FESTIVAL IMPRESSIONS
1.32M+
APP IMPRESSIONS
396k+
ORGANIC SOCIAL IMPRESSIONS
15k+
ORGANIC SOCIAL ENGAGEMENT
90k+
PUSH NOTIFICATION IMPRESSIONS
50k+
EMAIL OPENS
OUTCOME
A HOME FOR ALL COUNTRY FANS
SiriusXM’s presence became part of the Boots and Hearts Music Festival atmosphere — not just something fans saw, but something they felt.
Through live music moments, artist access, meet-and-greets, merch giveaways, and festival-wide storytelling, we deepened emotional connection, elevated brand recognition, and extended the experience across social and programming channels long after the weekend ended.