SiriusXM Radio is adding two new stations focused on pop and rock from the 1990s and 2000s with a direct appeal to the Millennial audience. PopRocks and Turbo both debut Aug. 17.
PopRocks, which slots in on channel 17, will air music from the 1990s and 2000s in the pop-rock genre, a la Goo Goo Dolls, Train and Sheryl Crow; while Turbo, channel 41 (after a try-out as a streaming-only station), offers '90s/early-'00s hard rock from Linkin Park, Metallica and System of a Down.
Steve Blatter, SiriusXM's senior VP/GM of music programming, tells Billboard that both stations will fill voids in programming that the company sought to occupy as the decade stretched on and the playlists on existing stations became more and more diverse, allowing for spinoffs.
"As the music on Octane, our channel for contemporary hard rock, evolved over the past few years, it became increasingly apparent that hard rock from the '90s and the first 10 years of the 2000s was deserving of its own dedicated channel," Blatter says. "The introduction of Turbo will allow Octane to dedicate more air time to developing and breaking new artists."
Meanwhile, according to the Billboard story, PopRocks gives artists like Coldplay, John Mayer and Matchbox Twenty, who, Blatter says, "never had a dedicated home" on SiriusXM, their own channel.
"The availability of PopRocks will allow our Lithium channel to increase its focus on grunge and '90s alt rock, and The Pulse (2000s/2010s adult contemporary/pop) can now introduce and break more new artists," he adds.