OBJECTIVE

Further integrate SiriusXM's ongoing tradition of promoting and elevating the best emerging Canadian talent, while driving brand awareness, education and memorable experiences for industry and fans.

SOLUTION

The Feldman Partnership team created an integrated partnership between SiriusXM and the Canadian Country Music Association (CCMA). Annually, emerging artists nationwide vie for the title of Canada's next country music sensation, decided by industry members. The top three finalists converge during Country Music Week for the SiriusXM Top of the Country finale concert, culminating in the crowning of the winner. In the fifth year of the partnership, the 2023 winner, Hailey Benedict received the opportunity to perform at some of the biggest country music events in Canada, a SOCAN songwriting camp in Nashville, industry mentorship and $25,000 cash prize.

RESULT

As a direct result of this partnership, SiriusXM continues to showcase their commitment to promoting and elevating the best in emerging Canadian music. Throughout the program SiriusXM had an over 3.2-million reach on social media, greater industry sentiment, and additional earned media surrounding the integration throughout Country Music Week.

IN THE MEDIA

CTV News

PARTNER