SiriusXM's Audio Alchemist Helps Brands Find Their Sound Through Science

Steve Keller takes a 'strategic' auditory approach to mold consumer perception

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Music wasn’t something Steve Keller thought he could make a career out of.

The self-proclaimed audio alchemist (official title: sonic strategy director) at SXM Media’s in-house creative agency Studio Resonate built up an encyclopedic knowledge of music as a young man, but was using it only as “a fairly effective dating tool.”

“The plan was to go on to grad school and get a master’s or Ph.D. to work either in clinical or social psychology,” Keller said.

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This story first appeared in the Jan. 9, 2022, issue of Adweek magazine. Click here to subscribe.