Spotify launches music consultancy for brands

The company, home to over 600 million monthly active users across more than 180 markets, says the initiative aims to provide brands with a unique opportunity to connect with Spotify listeners through music-driven campaigns, leveraging expertise and an established streaming ecosystem to advise on optimal music use and connecting brands with emerging artists to reach new audiences.

“Spotify is always looking for ways to leverage our music ecosystem to deepen the connections between artists, brands, and fans,” Spotify VP, head of music content, Jeremy Erlich said. “AUX is a natural step for us to help brands strengthen their music strategy and better connect with new audiences through our expert insights and observations from our music team, tailored to meet brands’ needs.”

AUX collaborated with Coca-Cola for the Coke Studio campaign, and the partnership includes live concerts, events, social media content, a branded playlist, and on-platform promotional support.

“We are proud to be an early partner to AUX, which integrates Spotify’s expertise to enable authentic connections with music fans worldwide,” Coca-Cola global head of music and culture marketing Joshua Burke noted. “This is a natural progression of our long-standing partnership with Spotify and marks a key milestone for our commitment to artists and the music community. We are excited to launch Coke Studio at Spotify LA, which will provide recording support for emerging artists and a platform to promote their music.”

Meanwhile, marketing veteran Jean-François Pathy, who has been instrumental in AUX’s formation, has been confirmed as its global head.

“A distinctive music strategy creates an authentic relationship that sets a brand apart from its competitors,” Pathy said. “Our 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.”