Spotify unveils in-house music consultancy Aux for brands

Spotify has launched Aux, a new in-house music advisory agency for brands.

With Aux, Spotify said that it plans to “counsel brands about how best to use music to enrich their campaigns and connect them with emerging artists to help them reach new audiences”.

Jeremy Erlich, VP, Head of Music Content, Spotify, said, “Spotify is always looking for ways to leverage our music ecosystem to deepen the connections between artists, brands, and fans. 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.”

Spotify stated that marketing veteran Jean-François Pathy has been instrumental in Aux’s formation and serves as Global Head of the music agency.

As per Spotify, in addition to offering tailored services for each unique project and assisting brands in crafting marketing initiatives, Jean-François and Aux will collaborate with artists to innovate and enhance the presentation of their music in fresh and captivating ways.

Spotify stated that it believes there’s an opportunity for brands to connect with Spotify listeners through unique, music-driven campaigns.

According to Pathy, “For artists, Aux gives them the opportunity to live off their art. We’re here to champion artists and curate deep, meaningful collaborations, and we aim to play an active role in making their careers more successful and sustainable with the support of our brand partners. Spotify Aux will broaden the opportunities available to artists, offering them a platform for creative expression, financial support, and strategic partnerships that go beyond traditional industry avenues.”

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