SiriusXM X Howard
In a ground-breaking collaboration, Adopt-A-Team partnered with SiriusXM to introduce a landmark event celebrating Howard University’s brand-new Hip-Hop Studies minor. This initiative brought together an active group of Howard University students and culminated in the SiriusXM x Howard University Hip-Hop Conference, scheduled for Saturday, November 16, 2024.
Students were critical in concert preparation and event promotion — applying their media, podcasting and artist engagement skills to increase awareness and excitement for the conference — through Adopt-A-Team’s industry-focused mentorship. This hands-on approach extended beyond the planning stage and provided each of them with the opportunity to learn up close and personal on event day.
Students collaborated in specialized teams to hone in on the assigned topics as part of their hands-on training, allowing them to gain priceless experience in their respective media arenas. Their jobs, including running soundcheck, artist management, and event logistics, were all done behind the scenes, and they kept the conference and concert running smoothly.
This collaboration opened the doors for students enrolled at the Cathy Hughes School of Communications to receive the type of hands-on experience that few aspiring media, entertainment and event producers receive in their careers. Through hands-on involvement with the realization of a major event, students honed their skills and developed professional networks—laying the groundwork for future success in the music and media industries
Sound & Scholarship” Podcast: A Student-Run Study of Hip-Hop’s Evolution
A podcast series for the ages, “Sound & Scholarship” was created and produced by Howard University students together with SiriusXM. Under the guidance of SiriusXM’s industry knowledge, this student-led project features Howard University professors talking about the history, cultural impact, and evolution as a genre of Hip-Hop.
Bridging the worlds of scholarship and sound, the podcast is an in-depth exploration of Hip-Hop’s impact across music, media and society. Dive into the episodes; they're packed with lively dialogue and scrutiny that describes Hip-Hop as more than just a music genre, but as an influential cultural movement forged for generation after generation.
The series will stream exclusively through the SiriusXM app, with the trailer now streaming on all major listening platforms. Not only does this program elevate the voices of Howard’s distinguished faculty, but it also allows students to gain impactful media production experience to help prepare them for careers in podcasting, broadcasting, and digital storytelling. The trailer for the pod is available on all listening platforms:
Links: Apple Podcasts Spotify iHeart Pandora SXM Amazon Music
This colorful campaign features students at Howard University in a lively manifestation of student identity and culture, produced by SiriusXM and Uncommon Creative Studio. The campaign set out to honestly portray an energy, style, and everyday moments as students would experience campus life.
While this was a visual campaign, it was also used as a backdrop to introduce Howard’s Hip-Hop Studies minor, a new academic program that will allow students to examine the impact, history and influence of Hip-Hop across disciplines. The minor, which launched in Spring 2025, is representative of Howard University’s commitment to interdisciplinary education, cultural scholarship and cultivation of Hip-Hop as an enduring and global art-form.
Positioned near study room tables and between campus greens, students with real, unscripted moments were photographed in their element, from animated conversations to showing the funk of their personal style or participating in Howard’s taught, presidential, historic, and energetic pulse. By focusing on scholarship in the literal sense and using Hip-Hop as a lens that brings forth a sense of clarity, we were able to hold space with Hip-Hop culture while capturing the concept of university life.
Through a powerful sanction of out-of-home (OOH) activation, the campaign's audacious visuals reached one of the world’s most storied advertising spots—Times Square, New York City. This prestigious exhibition brought national exposure to Howard students as SiriusXM’s dedication to amplifying underrepresented voices and supporting cultural movements.
Fusing education, culture, and media, the partnership between Howard University x SiriusXM not only elevated student identity and self-expression, but also opened the door for a new era of Hip-Hop scholarship, cementing Howard as a leader in cultural and academic innovation.
Howard professors, in partnership with SiriusXM, facilitated a thought-provoking guest speaker lecture series at the Cathy Hughes School of Communications. These lectures brought together media professionals, scholars, and students to discuss the evolving landscape of Hip-Hop, media, branding, and digital storytelling, further reinforcing Howard’s commitment to interdisciplinary education and industry engagement. The series provided students with firsthand insights from industry leaders, including:
• Sarah van Mosel – Senior Vice President of Podcast Strategy, SiriusXM
• Shawn Wright – Director, Multicultural Brand & Consumer Marketing, SiriusXM
• Akili Shine – Robeson Parks
The 2nd Annual Hip-Hop Studies Conference was indeed a powerful weekend, highlighting the importance of Hip-Hop through panels, discussions, and live performances. Aimed at fostering dialogue between academia and industry, the conference featured provocations on topics ranging from Hip-Hop and Activism to Hip-Hop and Leadership featuring professionals, scholars, and artists.
One of the highlights from the conference was Howard University announcing its new Hip-Hop Studies minor an innovative program that will provide students in the College of Fine Arts, College of Science, School of Communications and School of Business with an in-depth understanding of Hip-Hop history, influence and the genre's ongoing relevance in society.
The event wrapped up with an insightful fireside chat between radio sensation Paris Nicole and Howard alum Lady London, who discussed her time at Howard, career path and how Hip-Hop has influenced her art. This conversation organically flowed into the conference concert, held in Cramton Auditorium with Lady London performing her hit songs. The night was also filled with electrifying performances from Howard student artists Liyala, Zuri Franklin, Joshua Hughes, Mekayla Chenai, and alumnus Jay Mills, to continue celebrating the university’s wealth of deep-rooted musical talent.
Beyond the stage, the Hip-Hop Conference offered students valuable hands-on learning experiences as they collaborated with their SiriusXM mentors to bring the program to fruition. From preparing question packets for interviewees to orchestrating the film and production logistics, students played an active role in the execution of the event, soaking up hands-on experience in media production, event coordination, and content creation.
In doing so, the Hip-Hop Studies Conference lived up to Howard University's legacy of academic excellence and cultural innovation, positioning students to remain leaders in the sphere of Hip-Hop scholarship, the industry, and creative direction.
SiriusXM Presents: Closer to Hip-Hop Live at Howard University
SiriusXM Serves as Exclusive Audio Sponsor for Howard University’s Annual Hip-Hop Studies Conference featuring Lady London on November 16.
SiriusXM is excited to collaborate with the Cathy Hughes School of Communications as the exclusive audio sponsor for the second annual Hip-Hop Studies Conference November 15-17. “SiriusXM Presents: Closer to Hip-Hop Live,” a special event within the conference featuring a performance by hip-hop artist and Howard University alumnus Lady London, will took place on November 16 at the Howard University Cramton Auditorium in Washington, D.C.
“Destiny is not something you can run from.”
“I leave everything there is to know about me in my music.”
“You’re an artist first, then you’re a brand, then you’re a business.”
“Head down, grind it out.”
“Authenticity is what sells artistry.”
On Wednesday, March 12, students from the Cathy Hughes School of Communications who participated in the “Adopt-A-Team” project with SiriusXM had the incredible opportunity to travel to New York City. As part of the experience, students visited the SiriusXM headquarters for a day filled with networking, learning, and professional development.
The day began with an engaging fireside chat featuring the renowned Mr. Dion Summers, which offered students valuable insight into the media industry. Following the session, students participated in resume-building workshops, where they learned strategies for crafting standout resumes and received expert advice to help them prepare for future career opportunities.
Later, students attended an inspiring fireside chat with media personality Ms. Bevy Smith. Her words motivated and empowered students, encouraging them to embrace their authenticity and pursue their goals with confidence.
The experience continued with a guided tour of the SiriusXM headquarters, followed by an exciting visit to Times Square, where students saw digital billboards featuring their Visual Identity (Viz ID) project displayed prominently.
To conclude the day, students participated in a dynamic networking event, where they connected with industry professionals and gained valuable perspectives on careers in media and communications.