Spotify unveils AUX, an in-house music advisory agency

Adgully Bureau |

In a move set to revolutionize brand marketing in the music industry, Spotify has launched AUX, its in-house music advisory agency tailored for brands. With a mission to enhance campaigns through music, AUX aims to connect brands with Spotify's vast ecosystem of over 600 million fans worldwide.

Jeremy Erlich, Spotify's VP and Head of Music Content, expressed enthusiasm for AUX, stating, "Spotify is always looking for ways to leverage our music ecosystem to deepen the connections between artists, brands, and fans."

Heading AUX is marketing veteran Jean-François Pathy, who brings a wealth of experience to the role. Pathy emphasized the agency's commitment to crafting unique marketing initiatives for brands, leveraging Spotify's music expertise and insights.

AUX's inaugural partnership with Coca-Cola exemplifies its potential. The collaboration sees AUX facilitating a long-term partnership between Coca-Cola and Peggy Gou, the acclaimed Berlin-based producer-DJ-vocalist. This collaboration extends across various platforms, including live concerts, social media, and branded playlists, showcasing the power of music-driven campaigns.

Joshua Burke, Global Head of Music & Culture Marketing at The Coca-Cola Company, hailed AUX as a groundbreaking initiative. He stated, "We are proud to be an early partner to AUX, which integrates Spotify’s expertise to enable authentic connections with music fans worldwide."

Additionally, Coca-Cola's commitment to supporting emerging artists is further demonstrated through the launch of Coke Studio at Spotify LA, providing recording support and promotional opportunities for up-and-coming musicians.

As brands increasingly recognize the value of music in their marketing endeavors, AUX emerges as a vital resource, poised to shape the future of music-driven campaigns and deepen connections between brands, artists, and fans on Spotify's platform.