Spotify Wants to Connect Artists and Brands With AUX Agency

Spotify is launching a music advisory company for manufacturers, the streamer introduced on Wednesday (Feb. 21). For its inaugural marketing campaign, the company, dubbed AUX, linked Coca-Cola with the DJ-producer Peggy Gou. The 2 have “constructed a long-term partnership that can span stay concert events and occasions, social media content material, a branded playlist, and on-platform promotional help,” in keeping with Spotify’s press launch.

In an announcement, Emma Vaughn, international head of promoting enterprise improvement and partnerships for Spotify, mentioned “we’re excited to faucet into our experience as Spotify to counsel manufacturers on how finest to make use of music to counterpoint their advertising and marketing campaigns and leverage {our relationships} with rising artists to assist them attain new audiences.”

“Our groups already spend all of their time understanding new tendencies and what artists, followers and types need, so that is our endeavor to attach all of the dots and supply manufacturers Spotify’s unmatched insights on artists and music tradition,” added Jeremy Erlich, the streamer’s international head of music. 

The flexibility to pair rising artists with manufacturers — which have attain and assets — could also be extra helpful at a time when the glut of music makes it difficult for brand spanking new acts to construct consciousness. TikTok has additionally touted its means to assist artists do that by its industrial music library.

“There are 10 million little companies that need to use your music in 10 minutes, so how do you meet that demand?” Ole Obermann, TikTok’s international head of music enterprise improvement, requested final 12 months. “It’s an enormous enterprise alternative; it may add 10% to the whole measurement of the music market in a couple of years if we get this proper.”

Gou had already constructed a profitable profession in dance music circles with tracks like “Starry Evening” and “It Makes You Neglect (Itgehane)” earlier than final 12 months. She achieved a brand new degree of worldwide recognition in 2023 when her single “(It Goes Like) Nanana” went viral.