Sony Pixel Power calrec Sony

Introducing AUX, Spotify's First-of-Its-Kind Music Consultancy for Brands

21/02/2024

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
LINK: https://newsroom.spotify.com/2024-02-21/spotify-aux-music-consultancy-...
See more stories from spotify

Europe Stories

09/11/2025

Dalet Unveils Agentic AI Media Workflows at IBC2025

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

THE BOYS ARE BACK IN TOWN THE 2 JOHNNIES LATE NIGHT LOCK IN RETURNS FOR SERIES 3

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

Fleadh Cheoil, presented by Dith S and Muireann Nic Amhlaoibh returns to RT

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

Celebrate the Anniversaries of Shakira's Landmark Albums With Spotify-Exclusive EP and Video Special

In 1995, a young Colombian artist released an album that would change Latin pop ...

22/10/2025

SGL Carbon expands sustainable energy supply and invests in photovoltaic system at Meitingen site

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 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

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 promo Hidden Assets Series 3

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

DEADBEAT' Delivered a Raw Communal Party With Tame Impala and The Dare in Brooklyn

Last week, Spotify and Columbia Records transformed Pier 4 at the Brooklyn Army ...

21/10/2025

Turning Viewers into Promoters: What Rising NPS Scores Tell Us About the Power of Experience

As global operators simplify and evolve their digital platforms, NPS improvement...

21/10/2025

WWTV Bridges 48 Miles with Bold IP Studio Upgrade, Powered by Clear-Com and Key Code Media

eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({...

21/10/2025

VEON's Beeline Kazakhstan to Acquire Online Classifieds Business OLX Kazakhstan

21 Oct 2025 VEON's Beeline Kazakhstan to Acquire Online Classifieds Busines...

21/10/2025

Sky Arts turns up the groove with new three-part documentary, Greatest Basslines, airing 28 November

Series from Sony Music Vision Features Exclusive Performances From Legendary Bas...

21/10/2025

House trumps spouse: Brits say home ownership matters more than marriage

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

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

Search and Follow Your Favorite Venues on Spotify

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

Arte Preta Brasileira Destaque No Dia AMPLIFIKA 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

Black Brazilian Artistry Takes Center Stage During AMPLIFIKA Day 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

Sky unveils thrilling trailer of Original film Nuremberg, starring Russell Crowe, Rami Malek and Michael Shannon

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

Rohde & Schwarz transfers Pixel Power to Imagine Communications Companies work collaboratively to ensure continuity and ongoing support for existing customers...

20/10/2025

RT Prime Time to host final Presidential Debate

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

Ferramenta de arte da capa de playlists do Spotify chega ao Brasil com uma noite de autoexpresso

M sica e arte se uniram em uma noite especial na semana passada na ZIV Gallery, ...

17/10/2025

Spotify's Custom Playlist Cover Art Tool Arrives in Brazil With a Night of Self-Expression

Music and art came together for one special night last week at ZIV Gallery, an i...

17/10/2025

Spotify and FC Barcelona Extend Partnership Through 2030

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

Showcasing global expertise in safety and risk management

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

Kingfishr, David Walliams, Baz Ashmawy and Celine Byrne among the guests on this week's Late Late Show

Here is your host, Patrick Kielty! After an incredible breakthrough year, Kingf...

16/10/2025

CultureCon Uncut' Video Podcast Returns for Season 2 With Host Imani Ellis

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

Fresh Spins on Holiday Standards: The 2025 Spotify Singles Have Arrived

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

Spotify to Publish First Independent Author Releases Through Audiobook Selects, With More Planned Ahead

Earlier this year, our in-house publishing imprint, Spotify Audiobooks, put out ...

16/10/2025

Shakespeare & Hathaway: Private Investigators recommissioned for sixth series, as filming gets underway in Stratford-Upon-Avon

TV's most charming detective drama * Shakespeare & Hathaway: Private Investi...

16/10/2025

KATJA MIA ANNOUNCED AS NEW 2FM WEEKEND PRESENTER

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

RT is Supporting 39 Arts and Cultural Events across Ireland this October

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

Reporting that changes lives: Announcing the Young Journalist finalists 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

Spotify Celebrates Two Years of Audiobooks in Premium, Fueling Growth and Discovery Across the Publishing World

Two years ago, Spotify set out to grow the entire publishing industry by making ...

15/10/2025

DJ Levels Up With Spanish-Language Requests, Text Requests, and Personalized Prompts

People turn to DJ for a listening experience that feels personal, dynamic, and j...

15/10/2025

DJ evoluciona con solicitudes en espaol, peticiones por texto y recomendaciones personalizadas

Las personas recurren a DJ para vivir una experiencia de escucha personal, din m...

15/10/2025

Bruce Springsteen and Jeremy Allen White Unite in London for an Exclusive Spotify Conversation and Film Preview

Rock legend Bruce Springsteen and luminary actor Jeremy Allen White came togethe...

15/10/2025

Meet Spotify's RADAR Creators Global Class of 2025, the Next Wave of Podcast Talent

At Spotify, we're all about supporting rising talent and helping them connec...

15/10/2025

Austin PBS Expands Facility-Wide Production Communications with Clear-Com

eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({ content_source:......

15/10/2025

Third series of Dream Car Fixers confirmed for U and U&YESTERDAY

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

Sky celebrates Nick Cave in upcoming one-off special, The Veiled World of Nick Cave (w/t)

Wednesday 15 October 2025 Download image Explore the creative universe, enduri...

15/10/2025

The Textorcist: Brits confess their scariest messaging moments

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: Advanced performance meets affordability

Rohde & Schwarz unveils compact MXO 3 oscilloscopes with 4 and 8 channels: Advan...

15/10/2025

NESN Redefines Regional Sports Video Delivery with Harmonic

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

First look at new RT comedy-drama These Sacred Vows

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

Spotify Premium bietet jetzt verlustfreies Audio fr ein detailreicheres Hrerlebnis

Lossless ist jetzt mit Spotify Premium verf gbar. Verlustfreies Audio war eine...

14/10/2025

La qualit Lossless arrive sur Spotify Premium, pour une exprience d'coute plus riche

La qualit Lossless est disponible sur Spotify Premium. Le format sans perte de...

14/10/2025

Ed Sheeran's Play' Hits the Pitch as Spotify and FC Barcelona Launch Latest El Clsico Jersey Takeover

For the seventh edition of Spotify and FC Barcelona's artist jersey series, ...

14/10/2025

Spotify Expands Managed Accounts for Young Listeners on Premium Family Plans

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...