In a strategic move to enhance brand campaigns and spotlight emerging artists, Spotify has launched AUX, an in-house music advisory agency. The platform aims to guide brands on leveraging music effectively and connect them with rising talents to expand their reach.

Heading this new venture is marketing veteran Jean-François Pathy, who served as the Global Marketing Director at FIFA for over 11 years. In a Q&A on Spotify’s For The Record blog, Pathy emphasized that AUX would provide artists with a platform for creative expression, financial support, and strategic partnerships beyond traditional industry avenues. Highlighting the platform’s vast Monthly Active User base of 602 million users at the end of Q4 2023, the streaming giant sees an opportunity for brands to engage with listeners through unique, music-driven campaigns. The global Premium Subscriber base also reached 236 million paying users in the same period.

AUX’s inaugural project involved a collaboration with Coca-Cola for the Coke Studio campaign. The agency connected the beverage giant with Berlin-based producer-DJ-vocalist Peggy Gou, resulting in a long-term partnership spanning live concerts, events, social media content, a branded playlist, and on-platform promotional support. Jean-François Pathy expressed the agency’s goal to facilitate connections between brands, artists, and their fandoms, leveraging Spotify’s connected platform. He emphasized AUX’s role in providing artists with the opportunity to sustain themselves through their art.

Jeremy Erlich, VP and Head of Music Content at Spotify, stated, “Spotify is always looking for ways to leverage our music ecosystem to deepen the connections between artists, brands, and fans.” AUX, according to Erlich, is a natural step to help brands strengthen their music strategy and connect with new audiences through expert insights tailored to their needs.