Spotify, the popular music streaming platform, has launched its in-house music advisory agency, AUX, catering to brands seeking to enhance their campaigns through music-driven strategies.

With over 600 million global fans, Spotify aims to facilitate brands in connecting with its vast audience through innovative music-centric campaigns, The StoryBoard18 reported.

Jeremy Erlich, VP and head of Music Content at Spotify, expressed the company’s vision, stating, “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, led by marketing veteran Jean-François Pathy as its Global Head, offers personalized services for each project, guiding brands on utilizing music to elevate their marketing initiatives. The agency also collaborates with emerging artists, fostering partnerships that bring music to life in unique and compelling ways.

Coca-Cola emerges as AUX’s inaugural partner, with the agency facilitating a collaboration with Berlin-based producer-DJ-vocalist Peggy Gou for the new Coke Studio campaign. This partnership extends beyond marketing, encompassing live concerts, events, social media content, a branded playlist, and on-platform promotional support.

Joshua Burke, Global Head of Music & Culture Marketing at The Coca-Cola Company, expressed pride in being an early partner to AUX, emphasizing the integration of Spotify’s expertise to create authentic connections with music fans worldwide. The collaboration marks a significant milestone in Coca-Cola’s commitment to artists and the music community.