Introducing Fluency: SiriusXM Media’s Cultural Practice

Gen Z is on its way to being the largest, most diverse group of consumers, redefining the relationship between people and brands as they demand a deeper level of engagement and connection. To meet this demand, we are launching Fluency, a cultural practice helping advertisers connect with young, diverse audiences across our growing portfolio of audio content. The practice builds on our decade-long track record of best-in-class cultural insights and multicultural sales expertise with a 20-member team of diverse marketing experts across the organization.

Fluency aims to deepen connections between brands, people, and communities by blending art and science to deliver cultural insights, trends, creative strategy, and measurement solutions to our client roster. It also taps into a broader group of Pandora, SiriusXM, SoundCloud, and Stitcher curation experts to stay on top of emerging trends in music and podcasts.

SiriusXM Media Fluency comes at a time when being on the pulse of culture is becoming more challenging than ever before. Music, content, fashion, and product trends have a shorter life cycle, pushing brands to adjust their approaches to stay current.

"Brands only have to meet one marketplace expectation; keep up," says Nicole Buchanan, Senior Media Director, Head of Cultural Strategy at SiriusXM Media. "As with any race, to win consumer attention is to know that pacing is everything."

Our Fluency team plans to release a steady drumbeat of research and thought leadership to deepen the understanding of young and diverse audiences among advertisers. We recently launched a Culture Trends Report, which looks at recent moments in culture through the lens of audio and the rippling impact on today's consumers. 

Want to see what Fluency can do for your next campaign? Let's talk.