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
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
14/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
14/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
14/11/2026
Newest Lenses, Horizon Anamorphic Seminar & Guided Lens Character Experience Highlight Creative Possibilities
At the 2026 Toru CAMERIMAGE Film Festival, ZEISS...
14/11/2026
Sonnet Announces Black Friday Sale on Select Products
Brie Clayton November 14, 2026
0 Comments
WHAT: Sonnet Technologies is having a sale on a select...
14/11/2026
Berklee Alumni Shine at the 2026 Latin Grammy Awards This year's winners included songwriters, engineers, and performers who contributed to acclaimed reco...
13/11/2026
The UIM E1 Series wraps its third season this week with the Bombay Sapphire E1 Miami GP, Nov. 11-14, on Biscayne Bay at the Miami Seaplane Base on Watson Island...
13/11/2026
In-venue and creative video staffers at the professional and collegiate level ha...
13/11/2026
Singer-songwriter Benson Boone will headline entertainment for the Discover NHL Winter Classic between the Utah Mammoth and Colorado Avalanche at Rice-Eccles St...
13/11/2026
Blackmagic Design has announced the Blackmagic Ambisonic Microphone, a 7th order ambisonic microphone array that captures spatial audio for immersive video prod...
13/11/2026
SMPTE has announced that The Studio B&H and Riedel Communications will provide the video infrastructure and communications technology for the Solutions Hub at t...
13/11/2026
The Hollywood Professional Association (HPA) has announced the theme and program focus for the 2027 HPA Tech Retreat, which takes place Feb. 14-18, 2027, in La ...
13/11/2026
Football Manager 27 Touch is available on Apple Arcade starting today. The game ...
13/11/2026
MotoGP has announced a two-year media rights agreement with ESPN covering the Un...
13/11/2026
Apple Sports, the free iPhone app, has added the Ultimate Fighting Championship (UFC) to its lineup of supported sports, in time for Saturday's UFC 334. The...
13/11/2026
The NBA and Fanatics Studios, the joint venture between Fanatics and entertainme...
13/11/2026
ESPN held its annual EDGE Innovation Conference last night and offered up an ove...
13/11/2026
Regional sports network gives Ithaca College, SUNY Cortland students a platform to thrive
One of the biggest games in Division III college football will be pla...
13/11/2026
Studer-inspired 500-series PWM compressor unveiled
The HLabs range already includes a couple of Studer-inspired offerings in the form of the PRE169 and EQ16...
13/11/2026
Download Now!
To view the white paper, please enter the following details:
--
First Name* First Name
Company*
Country* Please select your countryA...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Blue Lucy, the workflow orchestration and integration platform for broadcasters, rights owners and localisation companies, today announced an integration with c...
13/11/2026
Krotos announces Black Friday offers on Studio Pro and Studio Max
Brie Clayton November 12, 2026
0 Comments
First-year annual plans start at US$195.99...
13/11/2026
Blackmagic Design Announces Blackmagic Ambisonic Microphone
Brie Clayton November 12, 2026
0 Comments
New 7th order ambisonic microphone with 108 MEMS...
13/11/2026
Meet the Berklee Student Setting Planetary Motion to Music With his compositional platform SoniKosmos, Javier Roqueni aims to make the universe the ultimate i...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , er...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , er...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Share
{alert(Link copied)}).catch(err => {console.error(Failed to copy: , err)}) data-platform=copy_link data-action= class=font-ui-heading py-2 text-sm tex...
13/11/2026
Amagi, the media industry cloud company, today announced a partnership with Golden Times Media Technology (stock code 920021.BJ), a Beijing-based media and tech...
13/11/2026
CGI (TSX: GIB.A) (NYSE: GIB), one of the largest independent IT and business consulting services firms in the world, together with its Malaysian partner, Cedar ...
13/11/2026
SMPTE, the home for media professionals, technologists and engineers, today announced that The Studio B&H and Riedel Communications will provide the video infra...
13/11/2026
iWedia, a global leader in connected TV software solutions, will present its software-first approach to DRAM optimization at Android TV APAC Summit 2026 in Bang...
13/11/2026
Beginning today, November 13, Apple HomeView is available for purchase at Apple Store locations, on the Apple Store online, and in the Apple Store app in select...
13/11/2026
From pediatric research to smart hospitals, AI is helping care teams spend less time on routine tasks and more time with patients.
Health systems and startups...
12/11/2026
Industry leaders examine how Dynamic Media Facility, Media eXchange Layer, and c...
12/11/2026
The junior Tar Heel is embracing the technical and creative challenges of live production while emerging as a leader and mentor in the control room...
12/11/2026
Gracenote, Nielsen's content intelligence business, has released its fifth a...
12/11/2026
RTL Deutschland will bring the NHL to free-to-air TV in Germany starting Nov. 30...
12/11/2026
Clear-Com supported On Air 2026, a 24-hour student-led broadcast connecting 45 u...
12/11/2026
uniqFEED has opened a Remote Operations Center (ROC) in Madrid, Spain. It is already operational, delivering virtual advertising for LaLiga matches. The ROC is ...
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.
