SiriusXM, following its recent appearance in the Academy Awards telecast, has made another high-profile media buy, this time in Taylor Swift’s The Eras Tour concert film now airing on Disney+.

The brand is rerunning its poignant 60-second spot called “A Life in Sound” during the exclusive streaming event that kicked off today and allowed less than a dozen marketers to place ads during the nearly three-hour show.

The move is part of an ambitious rebrand that began late last year, with SiriusXM cherry-picking cultural moments to promote its new logo, pricing and attitude.

“Appearing in places like the Oscars is important, and it says something about who we are and how we want to behave,” Suzi Watford, chief growth officer at SiriusXM, told ADWEEK. “And the Eras movie is a big place for us to be, and it makes sense given the connection Taylor has with Sirius.”

‘Body language’

SiriusXM underwent a brand revamp that dropped in November, emphasizing its new “body language” such as a refreshed logo and a reanimated mascot, according to Nils Leonard, co-founder of the brand’s agency of record Uncommon Creative Studio.

The next step to stretching beyond its satellite-radio roots has involved bringing in “a new emotive, raw energy.”

“People had made up their minds about Sirius in ways that we thought were unfair, partly based on its scale and ubiquity,” Leonard said. “So our goal was to get people to do a double take, and to do that you have to move them.”

Sirius, perhaps better known as an in-car service because of its ties to U.S. automakers, is looking for the next generation of listeners to add to its current 34 million subscribers. Those younger, more diverse audiences may access its music, talk and sports on smart speakers and gaming consoles in addition to platforms like Apple TV. 

Along with a new look and pricing structure, the brand is also touting an expanded programming lineup and features like enhanced personalization and improved search.

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