Spotify wants to connect brands with rising artists

This service aims to bridge the gap between brands and rising artists, creating mutually beneficial partnerships that leverage the power of music in marketing campaigns.

Spotify is expanding its offerings with a brand new venture: a music advisory agency dubbed AUX. This service aims to bridge the gap between brands and rising artists, creating mutually beneficial partnerships that leverage the power of music in marketing campaigns.

The inaugural campaign paired Coca-Cola, AUX’s first client, with the acclaimed DJ-producer Peggy Gou, forging a "long-term partnership" that encompasses live events, social media content, branded playlists, and Spotify platform promotion. This collaboration showcases the agency's potential to unlock unique opportunities for both brands and artists.

"We're excited to tap into Spotify's expertise to counsel brands on using music effectively in their campaigns," said Emma Vaughn, Spotify's global head of advertising business development and partnerships. Jeremy Erlich, Spotify's global head of music, added, "Our teams understand music trends and audience preferences, and AUX leverages this knowledge to create impactful partnerships."

This focus on connecting brands with rising talent is particularly relevant in today's music landscape. With an abundance of new artists vying for attention, AUX can offer valuable exposure and resources for those navigating the industry's complexities. Additionally, it provides brands with access to fresh, authentic voices that resonate with their target audiences.

This model isn't entirely new. Platforms like TikTok have also explored the potential of connecting brands and artists, recognizing the mutually beneficial nature of such partnerships. Ole Obermann, TikTok's global head of music business development, highlights the vast potential in this area, stating, "Meeting the demand of businesses wanting to use music can significantly grow the music market if done right."

With AUX, Spotify enters a strategic space, offering brands not just advertising solutions but also access to its rich data and artist relationships. This strategic move strengthens Spotify's position in the music industry and unlocks new opportunities for both brands and artists to thrive.