
With a music editorial team and recommendations that have created the most vibrant streaming ecosystem in the industry, Spotify is where more than 600 million fans around the world come to listen to their favorite artists. As a result, we believe there's an opportunity for brands to connect with Spotify listeners through unique, music-driven campaigns. So we're thrilled to announce AUX, Spotify's in-house music advisory agency for brands.
With AUX, we'll use our deep expertise to counsel brands about how best to use music to enrich their campaigns and connect them with emerging artists to help them reach new audiences.
Spotify is always looking for ways to leverage our music ecosystem to deepen the connections between artists, brands, and fans, said Jeremy Erlich, VP, Head of Music Content at Spotify. AUX is a natural step for us to help brands strengthen their music strategy and better connect with new audiences through our expert insights and observations from our music team, tailored to meet brands' needs.
Marketing veteran Jean-Fran ois Pathy, who has been instrumental in AUX's formation, serves as its Global Head. In addition to providing bespoke services for each individual project and helping brands create one-of-a-kind marketing initiatives, Jean-Fran ois and AUX will also work with artists to help them bring their music to life in new and compelling ways.
Case in point: AUX's first partner, Coca-Cola. For the company's new Coke Studio campaign, AUX connected the beverage giant with Peggy Gou, the Berlin-based producer-DJ-vocalist who struck gold last summer with her single (It Goes Like) Nanana. The brand and artist have built a long-term partnership that will span live concerts and events, social media content, a branded playlist, and on-platform promotional support.
We are proud to be an early partner to AUX, which integrates Spotify's expertise to enable authentic connections with music fans worldwide, said Joshua Burke, Global Head of Music & Culture Marketing at The Coca-Cola Company. This is a natural progression of our long-standing partnership with Spotify and marks a key milestone for our commitment to artists and the music community. We are excited to launch Coke Studio at Spotify LA, which will provide recording support for emerging artists and a platform to promote their music.
For the Record spoke to Jean-Fran ois to hear more about AUX, the partnership with Coca-Cola, and what the agency is ultimately setting out to achieve.
How would you describe the relationship between marketing and music? Why is it so important for a brand to develop its music strategy? Music has a unique ability to evoke emotions and create a profound connection with listeners and consumers. In a world where cutting through the noise via traditional advertising methods is becoming harder, using the influence and relevance of music culture makes sense. Music is arguably the most influential part of culture, as it's embedded in nearly every corner of our society. Simply put, a distinctive music strategy creates an authentic relationship that sets a brand apart from its competitors.
How will AUX help brands strengthen their marketing efforts, and what kind of opportunities will this create for artists? Spotify is a cultural hub with global impact and true local authenticity in over 180 markets. We can draw upon years of experience, connections, and insights to navigate fast-evolving trends. With AUX, our brand partners can now benefit from our blend of industry knowledge, global reach, creativity, and insight-driven precision to build authentic and multifaceted marketing strategies. Ultimately, this is about connection. AUX will connect brands to artists and their fandoms powered by the intel of Spotify's connected platform.
For artists, AUX gives them the opportunity to live off their art. We're here to champion artists and curate deep, meaningful collaborations, and we aim to play an active role in making their careers more successful and sustainable with the support of our brand partners. Spotify AUX will broaden the opportunities available to artists, offering them a platform for creative expression, financial support, and strategic partnerships that go beyond traditional industry avenues.
Coca-Cola is AUX's first partner, and Peggy Gou is one of the first faces of the Coke Studio campaign. Can you tell us a little about how the campaign and the relationship between Spotify, Coca-Cola and Peggy came to life? The Coca-Cola Company is known for its connection to music and culture, so it was a natural fit for Spotify AUX. We're grateful to be working with an iconic brand that's committing big to music and artists.
New collaborations and exclusive initiatives are central to Coke Studio, so we're thrilled to play an active role in taking this program to the next level. We jointly identified artists with a strong creative drive as well as an appetite for collaboration, and Peggy Gou felt like an obvious choice. We're working closely with Peggy and her team on a number of cool activations and we'll have more to unveil in the coming weeks.
What kind of impact do you hope AUX will have on the music industry as a whole? Sound surrounds us, and brands must think about music as a core pillar of their marketing strategy. But culture is fast-changing these days and not easy to navigate-we want to make this easier for brands. Spotify plays an active role in shaping music culture on a global scale. We have paved the way for how audiences interact with music, and now we can bring brands, marketers, and creators on that journey with us.
Our vision is to go beyond the conventional limits of brand partnerships. AUX isn't just about placing brands alongside music; it's about reshaping the way brands and music inte
Europe Stories
09/11/2025
Dalet today announced a transformative leap forward for media operations: Agentic Artificial Intelligence (AI) that unifies the Dalet ecosystem under one natura...
23/10/2025
Series three of the award winning, hit comedy entertainment series The 2 Johnnies Late Night Lock In is back on your screens, celebrating the very best of all t...
23/10/2025
Performances by Michael Flatley, Andy Irvine, Cuckoo's Nest, Foster and Allen and more
Friday 24 October, 8pm on RT One and RT Player
Fleadh Cheoil re...
22/10/2025
In 1995, a young Colombian artist released an album that would change Latin pop ...
22/10/2025
Over the past few months, a photovoltaic system has been installed on a three-he...
22/10/2025
Rohde & Schwarz and TRUMPF cooperate in drone defense Rohde & Schwarz and TRUMPF partner to deliver a comprehensive drone defense solution combining Rohde & S...
22/10/2025
Everyone Gets a Better Deal on Verizon with New FOX One Perk The $15 FOX One streaming service perk is yet another way Verizon continues to add savings for cu...
22/10/2025
First Look Hidden Assets Series 3
Premieres on 9th November 9:30pm on RT One & RT Player
WATCH HERE Promo Link: Hidden Assets Series 3 | RT
The Crimin...
21/10/2025
Last week, Spotify and Columbia Records transformed Pier 4 at the Brooklyn Army ...
21/10/2025
As global operators simplify and evolve their digital platforms, NPS improvement...
21/10/2025
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({...
21/10/2025
21 Oct 2025
VEON's Beeline Kazakhstan to Acquire Online Classifieds Busines...
21/10/2025
Series from Sony Music Vision Features Exclusive Performances From Legendary Bas...
21/10/2025
Tuesday 21 October 2025
Current slide, 0 0, undefined1
0
Download assets
Buying a home ranks above becoming a parent as a key rite of passage into adulthood...
21/10/2025
Synchron Stage Reverb SO: free for Focusrite customers Bring the sound of Vienna's legendary recording stage into your music, free for all Focusrite custo...
20/10/2025
In March, we launched Concerts Near You to help listeners find concerts from their favorite artists. Since then, more than 3 million people have used it to disc...
20/10/2025
Em diversas cidades do Brasil, um movimento tem se fortalecido para celebrar o poder, a beleza e a profundidade da criatividade negra. O Dia AMPLIFIKA, agora em...
20/10/2025
In cities across Brazil, a movement is growing that celebrates the power, beauty, and depth of Black creativity. AMPLIFIKA Day, now in its fifth edition, return...
20/10/2025
Monday 20 October 2025
To view this content, please enable our use of cookies. ...
20/10/2025
Rohde & Schwarz transfers Pixel Power to Imagine Communications Companies work collaboratively to ensure continuity and ongoing support for existing customers...
20/10/2025
RT 's Prime Time is set to host the final Presidential Election Debate this Tuesday night, October 21, providing an opportunity to hear directly from Irelan...
17/10/2025
M sica e arte se uniram em uma noite especial na semana passada na ZIV Gallery, ...
17/10/2025
Music and art came together for one special night last week at ZIV Gallery, an i...
17/10/2025
Spotify and FC Barcelona are extending our partnership through 2030, continuing a collaboration that's redefining how fans, players, and artists connect. Th...
17/10/2025
Gexcon is a trusted safety and risk management partner for complex, high hazard environments. ICG has been a dedicated marketing partner since 2018, building up...
17/10/2025
Here is your host, Patrick Kielty!
After an incredible breakthrough year, Kingf...
16/10/2025
AI technology is advancing quickly, bringing both new creative possibilities and...
16/10/2025
In 2017, Imani Ellis launched CultureCon, a conference that's become a must-attend event for more than 10,000 diverse creatives and Black professionals to c...
16/10/2025
It might still be a little early to break out the tinsel and mistletoe, but Spotify's already queuing up some holiday magic. This year's Spotify Singles...
16/10/2025
Earlier this year, our in-house publishing imprint, Spotify Audiobooks, put out ...
16/10/2025
TV's most charming detective drama * Shakespeare & Hathaway: Private Investi...
16/10/2025
This Saturday October 18 Katja Mia will burst onto the radio airwaves for the first time as she joins 2FM. Katja will be standing in for Bl thnaid Treacy on Sat...
16/10/2025
This October, RT is delighted to support Wexford Festival Opera, Babor International Arts Festival for Children, Open House Dublin and 36 other arts and cultu...
15/10/2025
Across the world, early-career reporters are interrogating systems that shape daily life, from mortuaries and classrooms to the corridors of legal education and...
15/10/2025
Two years ago, Spotify set out to grow the entire publishing industry by making ...
15/10/2025
People turn to DJ for a listening experience that feels personal, dynamic, and j...
15/10/2025
Las personas recurren a DJ para vivir una experiencia de escucha personal, din m...
15/10/2025
Rock legend Bruce Springsteen and luminary actor Jeremy Allen White came togethe...
15/10/2025
At Spotify, we're all about supporting rising talent and helping them connec...
15/10/2025
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({ content_source:......
15/10/2025
Sheldon Nichols and Will Trickett to find and prepare more classic cars for budget conscious would-be owners from Wiser Films
UKTV have recommissioned the clas...
15/10/2025
Wednesday 15 October 2025
Download image
Explore the creative universe, enduri...
15/10/2025
Wednesday 15 October 2025
From breaking up with your partner to quitting your job - new polling shows some messages are just too scary to send
Over a fifth (...
15/10/2025
Rohde & Schwarz unveils compact MXO 3 oscilloscopes with 4 and 8 channels: Advan...
15/10/2025
Deployed by Astound Business Solutions, Harmonic's Primary Distribution Solution Ensures Outstanding Video Quality and Seamless Ad Insertion at the Edge
SA...
15/10/2025
Series coming in 2026 stars Tom Vaughan-Lawlor, Justine Mitchell and Jason O'Mara released today
RT today released first look images of new comedy-drama ...
14/10/2025
Lossless ist jetzt mit Spotify Premium verf gbar.
Verlustfreies Audio war eine...
14/10/2025
La qualit Lossless est disponible sur Spotify Premium.
Le format sans perte de...
14/10/2025
For the seventh edition of Spotify and FC Barcelona's artist jersey series, ...
14/10/2025
Spotify is committed to bringing the best listening experience to all our users, and that includes parents and families. That's why we're expanding mana...