SiriusXM Fights to Dominate the Dashboard of the Connected Car

While other music outlets struggle, the satellite-radio network is a success story. However, the Internet-connected car will pose a challenge.

On the 36th floor of a Midtown Manhattan skyscraper, the actors Ice Cube and Kevin Hart joshed with fans inside a glass-walled radio studio one afternoon last month. They were in the broadcast headquarters of SiriusXM, and across the lobby, near Howard Stern's dedicated wing, Brooke Shields posed for selfies with three "Sesame Street" puppets, while Senator Rand Paul - at that point, still a candidate for president - hovered with a small entourage. Overhead, a screen announced the imminent arrival of the thrash-metal band Anthrax.

By any measure, it was an odd cross section of pop culture. Surveying the scene, Scott Greenstein, SiriusXM's chief content officer, smiled and declared, "This is how I like it - just this diverse."

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Monty Solomon
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