SiriusXM has given artists a variety of ways to connect with their audiences over the years with limited-run pop-up channels, DJ takeover sets and sit-down interviews. But those promotional opportunities were typically focused on the genre-specific channel or channels that generally aligned with the performer’s given lane.
Starting on Tuesday (Aug. 5), artists will have a much broader palette to work with thanks to the satellite radio company’s new Artist Residency initiative, in which A-list acts will share exclusive content across a wider variety of channels. The first two acts in the program are Maroon 5 and country singer Bailey Zimmerman, who SiriusXM said in a release will continue to connect with audiences in their core genre, while also aligning with listeners with “broader interests.”
More from Billboard
“With our new Artist Residency initiative, artists can participate in special programming across multiple SiriusXM channels and Pandora to help promote a new album, tour, or other key projects,” said Steve Blatter, SiriusXM senior vice president & GM, Music Programming in a statement. “Bailey Zimmerman and Maroon 5, with their genre-bending sounds and wide variety of influences, are the perfect artists to help us launch this new program, and we’re thrilled to deliver their fans a truly unique dive into their next major album releases.”
Zimmerman will kick things off on Tuesday, while Maroon 5 are next up beginning on Aug. 15.
The Residency program will find the artists spreading the love across multiple channels — from music to sports and talk — via performances, interviews, Guest DJ slots and takeovers. “SiriusXM’s Artist Residency brings fans closer to the artists they love with content across multiple different music and talk channels that are relevant to their music’s genre, and also lets artists step outside their usual formats and tap into their personal interests,” read the statement announcing the effort.
Zimmerman’s fans can check him out on such channels as Hip Hop Nation, the hard rock-focused Octane, SiriusXM Hits, MLB Network Radio and NASCAR Radio to hear insights and stories about the multi-platinum singer’s passion for rock, hip-hop, pop and sports in a promotional push for the his upcoming album, Different Night Same Rodeo, due out on Friday (Aug. 8). Zimmerman will also play an exclusive subscriber show and sit for an interview on The Highway channel, as well as participate in a Pandora takeover on the 615 station.
Maroon 5 will get their chance in a few weeks when they drop in for a special performance event and interview for a superfan subscriber gig on SiriusXM Hits 1. In coordination with their upcoming album, Love Is Like (Aug. 15), the Adam Levine-led band will also take over The Pulse and Pandora’s Afterglow station on release weekend with extras including new music commentary, guest DJ appearances on the 10s Spot and Pop2K.
Aligned with the band’s interests, they’ll also do pop-ins on the grunge channel Lithium and Mad Dog Sports Radio channels on shows including “Mad Dog Sports” and “The D.A. Show” with Babchik.
Best of Billboard
Sign up for Billboard’s Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.