• by Tanya Gazdik , November 15, 2021

Mercedes-Benz and SXM Media’s audio-first creative consultancy Studio Resonate are teaming up for a one-day sonic experience on Tuesday.

Led by SXM Media’s Studio Resonate’s Sonic Strategy Director Steve Keller, the event is billed as part TED talk, part silent disco -- and will take place at the Mercedes-EQ Experience Brand Center in New York. SXM Media is SiriusXM Holdings’ joint advertising division.

Three 45-minute sessions will take place between 11:30 a.m. and 4:45 p.m. Interested consumers can register on the event website for “Sounds Incredible!” 

The Mercedes-Benz EQ Experience Center in Manhattan has been open to the public for a little over a month. The Santa Monica Experience opened this week. Engine Shop Agency partnered with Mercedes-Benz to create the Mercedes-EQ Experience Center.

Mercedes-Benz and SiriusXM have a longstanding relationship in which Mercedes-Benz has delivered SiriusXM’s premium audio entertainment offering to its new and certified pre-owned drivers since 2000.

Audio is a critical component of the in-car experience, but now the automaker is highlighting the role of audio in a whole new way, Keller says.

The event will allow participants to  explore “sonic tonics” and how we can harness the power of sound to improve our lives, including our health and well-being.

“Music, soundscapes, and voice have a profound impact on our physiology, our psychology, our perception, and our behavior,” he says. 

“Sounds Incredible!” will “take the audience on a journey into the power of sound, connecting the dots to demonstrate how Mercedes EQ engineers are ushering in a whole new era of automotive sonic excellence with their new electric vehicle,” Keller says.