Spotify, a leader in the music streaming industry, possesses a vast music library and editorial team that curate recommendations for over 600 million global fans. This robust ecosystem creates significant potential for brands to connect with listeners through music-focused campaigns. To facilitate these connections, Spotify has launched AUX, an in-house advisory agency dedicated to helping brands utilize music effectively in their marketing efforts.
AUX leverages Spotify’s deep understanding of the music landscape to provide expert advice for brands seeking to enrich their campaigns through music and foster connections with emerging artists. This strategy aims to help brands reach new audience segments.
AUX is led by marketing veteran Jean-François Pathy, whose work was integral in the agency’s development. In addition to personalized guidance for projects and crafting unique marketing initiatives, Pathy and AUX will collaborate with artists to bring their musical visions to life in new and exciting ways.
The agency’s inaugural partnership is with Coca-Cola for its new Coke Studio campaign. AUX connected the iconic beverage brand with Berlin-based producer/DJ/vocalist Peggy Gou, known for her hit single “(It Goes Like) Nanana”. Through AUX’s facilitation, Coca-Cola and Gou have formed a long-term collaboration spanning live events, social media content, a curated playlist, and promotional support via Spotify’s platform.
In Q4, Spotify reported 236 million premium subscribers, up 15% YoY, and 602 million monthly active users, up 23% YoY.
