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
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
06/05/2026
New pricing tiers for vocal/dialogue restoration tool
NoiseWorks Audio's AI-powered vocal and dialogue processing plug-in is now available in three diff...
06/05/2026
Popular mixing & routing software overhauled
Following a recent public beta test, RME have launched the final release version of the powerful mixing and rou...
06/05/2026
New SOS Video Feature
Focusrites ISA C8X is a milestone product that brings together the companys analogue heritage and their expertise in digital audio. Yo...
06/05/2026
06 May 2026
VEON's Kyivstar Authorized to Resell Starlink for Businesses & ...
06/05/2026
UKTV has secured the exclusive rights to the early back catalogue of iconic Australian drama series Neighbours, following a landmark content deal with Fremantle...
06/05/2026
Wednesday 6 May 2026
Sky commissions feature documentary to mark 10th anniversa...
06/05/2026
Wednesday 6 May 2026
Sky and Formula 1 agree long-term partnership across UK, Ireland and Italy
Sky in the UK & Ireland to remain the home of Formula 1 until ...
06/05/2026
Sky Zero Footprint Fund-backed TV campaign launches nationwide, supported by new...
06/05/2026
Wuppertal May 6, 2026
Riedel Expands Leadership Structure, Appoints Marc Engro...
06/05/2026
SAN JOSE, Calif. - May 6, 2026 - Harmonic (NASDAQ: HLIT) today announced its latest broadband innovations for ANGA COM 2026, highlighting its vision for a new e...
06/05/2026
Statement from Rupert Murdoch, Chairman Emeritus, Fox Corporation on Ted Turner&...
06/05/2026
Friday 8 May on RT One and RT Player
Meet the NSPCA team caring for and protecting animals in need in this six-part series
Fly on the wall, six-part series...
05/05/2026
Experts from the world of academia, tech, business, politics and media convened for a Thomson Talks at the Cambridge Disinformation Summit in April. It's th...
05/05/2026
Another year, and more proof that Asia continues to shape some of the world's most exciting new sounds. This year's RADAR artists draw from deep local r...
05/05/2026
The Austin City Limits Music Fest 2026 lineup just dropped, and this year, Spoti...
05/05/2026
New drum machine book campaign incoming
Bjooks have announced that during Superbooth 2026, they will be launching a Kickstarter campaign to fund the product...
05/05/2026
Flagship all-in-one production bundle updated
The latest version of Native Instruments' flagship virtual instrument and plug-in bundle has just been ann...
05/05/2026
Rohde & Schwarz to host RF Testing Innovations Forum 2026, helping design engine...
05/05/2026
The company grew by 7.6% in net revenue and 16.3% in EBITDA, achieving a 33% inc...
05/05/2026
FOX Sports, FOX One and Indeed Launch Nationwide Search for FOX One Chief World...
04/05/2026
just:play pro 2026 and just:live pro 2026 are available to download!
More Details:At NAB 2026, ToolsOnAir showcased just:play pro 2026 and just:live pro 2026, ...
04/05/2026
just:in mac pro 2026 - The Next Level of Professional Recording on macOS
More Details:The headline innovation in just:in mac pro 2026 is the new Auto format si...
04/05/2026
Last week, guests gathered in New York City for On Air, In Style: An Evening with Spotify-a night of conversation, culture, and connection celebrating the inter...
04/05/2026
New music & post-production features added
Avid's latest DAW update delivers an array of helpful features aimed at both music and post-production users,...
03/05/2026
Polysynth now features Mutable Instruments' macro oscillators
Melbourne Instruments have just released a free firmware update that brings the engine beh...
02/05/2026
Versatile re-amping tool announced
Warm Audio are best known for their recreations of sought-after vintage studio gear, but their latest release brings a ne...
02/05/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
01/05/2026
Florals for spring? Groundbreaking. But a playlist that tells you which The Devi...
01/05/2026
One of the world's biggest popstars is headed to El Cl sico. Later this mont...
01/05/2026
Limited-edition model celebrates 15th anniversary
Heritage Audio's range of monitor controllers has just gained a new member, the Baby RAM Black Edition...
01/05/2026
Dumble recreation now available as UAD plug-in
Along with their renowned processing plug-ins, Universal Audio have been steadily introducing emulations of c...
01/05/2026
We were lucky enough to benefit from huge generosity, so we now have a fantastic Quantum 338T and are developing a cutting-edge d&b loudspeaker system, he expa...
01/05/2026
The first Quantum console purchase made by the company was a Quantum 338 in September 2020. Since then, the company has leveraged Quantum power to steadily expa...
01/05/2026
Friday 1 May 2026
Hannah Waddingham and Ncuti Gatwa to host the series final tw...
01/05/2026
Friday 1 May 2026
Got plans? Cancel them. Sky Sports Big Weekend is coming
Sky Sports is preparing for a bumper weekend of live action, including Manchester ...
01/05/2026
Friday 1 May 2026
Sky Sports to broadcast all matches from World Sevens Football London edition
Sky Sports will be the exclusive UK broadcaster of the women&#...
01/05/2026
RT Sport awarded first pick free-to-air on Wednesday nights
Champions League and Super Cup finals
Highlights on Wednesday nights
RT today (Thursday 30 Apri...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
30/04/2026
Music is evolving, and so are the ways you discover and connect with artists. In...
30/04/2026
Between April 22-29, the first inaugural Stockholm Music Week brought together thought leaders and partners across industries including music, tech, government,...
30/04/2026
Iconic large-format console upgraded
API's iconic Vision console has just been treated to an overhaul that aims to meet the demands of today's profe...
30/04/2026
Comes complete with miking accessories
The LCT 440 Pure has proven to be a popular member of Lewitt's mic line-up, offering impressive technical perform...
30/04/2026
24 October 2026 at The Octagon, Sheffield
Now in its eighth year, SynthFest UK is the largest event of its kind in the UK, bringing together the top keyboar...
30/04/2026
Rohde & Schwarz equips new Terminal 3 at Frankfurt Airport with security scanner...
30/04/2026
Rohde & Schwarz expands broadband amplifier portfolio with new power classes up ...
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.
