Spotify Launches Music Consultancy for Brands

Spotify introduces AUX, a ‘first-of-its-kind’ music consultancy for brands, launching with a Coca-Cola partnership.

Still on top of the music streaming world, Spotify is looking to break new ground yet again, releasing AUX, a “first-of-its-kind” in-house music advisory agency for brands. Spotify aims to use its music-driven streaming industry expertise to counsel brands in how to best use music to “enrich their campaigns and connect them with emerging artists to help them reach new audiences.”

Jean-François Pathy, a marketing veteran who has been integral to AUX’s development, will serve as its Global Head. Besides providing bespoke services for projects on an individual basis and helping brands to create unique marketing initiatives, Pathy (and AUX) will work directly with artists to help them bring their music to fans in new ways.

“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.”

AUX connected its first partner, beverage giant Coca-Cola, with Berlin-based artist Peggy Gou, for the company’s new Coke Studio campaign. Gou hit the public eye last summer with her hit single, “(It Goes Like) Nanana.” Together, Peggy and Coke’s partnership will span live concerts and events, social media content, on-platform promotional support, and a branded playlist.

“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.”

Spotify says it will draw upon its years of experience and connections as a cultural hub with impact across 180-plus markets to “navigate fast-evolving trends.” The project is ultimately about connection; AUX is designed to connect brands to artists and their fandoms through Spotify’s platform.