SCOTT GREENSTEIN, 56
President/Chief Content Officer, SiriusXM
Last Year's Rank: 60
Greenstein played a leading role in the deal that will keep Howard Stern on SiriusXM at least through 2020. He also oversaw a programming strategy that helped grow the satellite radio service's subscriber base to 29.6 million -- up 2.3 million -- making SiriusXM a de rigueur stop for artist promotion. Even Adele did her first U.S. media appearance -- a town hall with subscribers -- at its New York studio. "Labels have seen that if we get behind a record, we can force terrestrial [radio] to follow," says Greenstein. The Stern deal includes launching a video component -- a hint of diversification to come?