Spotify Enhances Brand Engagement With Launch Of AUX Music Advisory Agency

Spotify has introduced AUX, its in-house music advisory agency tailored for brands. The company highlighted its vast global audience of over 600 million fans who flock to the platform to indulge in their favorite artists. Recognizing this vast reach, Spotify sees a prime opportunity for brands to engage with listeners through innovative, music-centered campaigns.

AUX's primary objective, as outlined by Spotify, is to leverage its expertise to guide brands on effectively incorporating music into their campaigns. Furthermore, the agency aims to facilitate connections between brands and emerging artists, enabling them to tap into new audiences.

Jeremy Erlich, Spotify's VP and Head of Music Content, emphasized the platform's ongoing efforts to deepen connections between artists, brands, and fans. He sees AUX as a natural progression to assist brands in refining their music strategies, leveraging expert insights tailored to each brand's specific needs.

Leading AUX is marketing veteran Jean-François Pathy, who played a pivotal role in its establishment. The agency, under Pathy's leadership, offers customized services for each project, collaborating closely with brands to craft unique marketing initiatives. Additionally, AUX collaborates with artists to innovate and revitalize their music in compelling ways.

Coca-Cola stands as AUX's inaugural partner. Through AUX's intervention, Coca-Cola partnered with Peggy Gou, the renowned Berlin-based producer-DJ-vocalist behind the hit single "(It Goes Like) Nanana," for its Coke Studio campaign. This partnership extends across various platforms including live concerts, social media, branded playlists, and on-platform promotions.

Joshua Burke, Global Head of Music & Culture Marketing at The Coca-Cola Company, expressed pride in being an early AUX partner. He lauded the agency's integration of Spotify's expertise in fostering authentic connections with music fans worldwide. Burke sees this collaboration as a significant step in their commitment to supporting artists and the music community, culminating in the launch of Coke Studio at Spotify LA, which provides recording support for emerging artists and a promotional platform for their music.