What Is Spotify AUX? A Music Consultancy Connecting Brands & Listeners
Spotify announces new music consultancy to connect brands and listeners - Spotify AUX.
After becoming the most popular audio streaming service and amassing over 600 million listeners, including 236 million premium subscribers, Spotify announces the launch of Spotify AUX.
“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.
According to Jean-François Pathy, who serves as Global Head of AUX, Spotify's vision is "to go beyond the conventional limits of brand partnerships. AUX isn’t just about placing brands alongside music; it’s about reshaping the way brands and music interact."
So, what is Spotify AUX?
Spotify AUX is Spotify's in-house music agency leveraging their 600 million active subscribers to help brands connect with listeners via unique music-driven campaigns.
Jean-François adds that brands working with AUX can benefit from Spotify's years of industry knowledge, global reach, creativity, and data-driven precision to create authentic and multifaceted marketing strategies."
The company recognizes their active role in shaping music culture internationally, remaining dedicated to making it easier for brands to navigate. "Simply put, a distinctive music strategy creates an authentic relationship that sets a brand apart from its competitors." says Jean-François.
The agency will provide bespoke services for each project, working intimately with brands to create one of a kind campaigns. For the artists, AUX plans to take an active role in the success and sustainability of their careers by providing opportunities like a platform for creative expression, financial support and strategic partnerships.
"In a world where cutting through the noise via traditional advertising methods is becoming harder, using the influence and relevance of music culture makes sense" says Jean François.
AUX’s first partner, Coca-Cola.
Leading the industry with over 130 years of advertising experience Coco-Cola has become one of the most recognized brands in the world. From printed ads to celebrity endorsements the cola brand innovates to reach new audiences.
Joshua Burke, Global Head of Music & Culture Marketing at The Coca-Cola Company says "we are proud to be an early partner to AUX," calling it a natural progression of Coca-Cola's long-standing partnership with Spotify.
According to Burke, the events mark "a milestone for our commitment to artists and the music community" referencing the launch of Coke Studio at Spotify LA. The joint venture will offer "recording support for emerging artists and a platform to promote their music.”
To promote Coke Studio the AUX team, connected with international recognized producer/DJ/vocalist, Peggy Gou, who's single “(It Goes Like) Nanana” certified gold last summer.
Together Coca-Cola and Peggy Gou's partnership will include live concerts and events for fans to attend in person plus content for social media, a curated playlist and promotional support across Spotify's platform.
Spotify for advertisers
Spotify is one of the most underrated advertising platforms available to marketers. As Global Head of AUX, Jean-François says "music has a unique ability to evoke emotions and create a profound connection" he adds "cutting through the noise via traditional advertising methods is becoming harder." He's right.
If you're looking to run high quality ads look into AUX or try Spotify's regular Ad Studio. It offers a wide range of powerful audio, video or podcast ad options like opt-in videos, takeover videos or sponsored sessions.
The $250 minimum budget may seem high if you're used to running $5/day ads, but it's worth it. The minimum budget pushes lower quality advertisers onto other platforms.
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If you're searching for more information about advertising on Spotify, check out Spotify Advertising's Help Center or make it really easy yourself and hire our team to run your campaigns.
