Maintaining its leadership in the music streaming realm, Spotify ventures into new territory with AUX, an innovative in-house advisory service tailored for brands. Leveraging its extensive knowledge of the music-driven streaming industry, Spotify intends to guide brands on how to effectively utilize music to enhance their campaigns and engage with emerging artists to help them relate better with new audience..
Jean-François Pathy, a seasoned marketing professional integral to the development of AUX, assumes the role of Global Head. Apart from offering customized services for individual projects and assisting brands in crafting distinctive marketing endeavors, Pathy and AUX will collaborate directly with artists to facilitate novel avenues for showcasing their music to fans.
Jeremy Erlich, Spotify’s VP and Head of Music Content, emphasized the platform’s commitment to strengthening connections among artists, brands, and fans. He views AUX as a natural progression towards aiding brands in refining their music strategies and fostering deeper engagement with new audiences through Spotify’s expert insights and the observations of its music team, intended to suit brands requirements.
AUX’s inaugural partnership teamed up Coca-Cola with Berlin-based artist Peggy Gou for its New Coke Studio campaign. Gou gained prominence last summer with her hit track “(It Goes Like) Nanana.” Together, Peggy and Coke will collaborate on various fronts including live concerts, social media content, on-platform promotions, and a branded playlist.
Joshua Burke, Global Head of Music & Culture Marketing at The Coca-Cola Company, expressed pride in being an early collaborator with AUX, recognizing its integration of Spotify’s expertise to foster genuine connections with music fans globally. He views this as a natural extension of their longstanding partnership with Spotify, marking a significant milestone in their dedication to supporting artists and the music community.
Spotify plans to utilize its extensive experience and network as a cultural hub with a global impact spanning over 180 markets to navigate rapidly evolving trends. Ultimately, AUX aims to bridge the gap between brands and artists and their respective fan bases through Spotify’s platform, fostering meaningful connections in the process.
