With AUX, Spotify says 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”.
Spotify says that marketing veteran Jean-François Pathy has been instrumental in AUX’s formation and serves as Global Head of the music agency.
Pathy worked at FIFA for over 11 years, most recently as Global Marketing Director between 2020 and 2023.
According to Pathy, commenting on the launch in a Q&A on Spotify’s For The Record blog, “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”.
In the official announcement about the new agency, Spotify pointed to the size of its Monthly Active User base, which was 602 million at the end of Q4 2023, and noted that it “believe[s] there’s an opportunity for brands to connect with Spotify listeners through unique, music-driven campaigns”.
Spotify’s global Premium Subscriber base reached236 million paying users in Q4 2023 (ended December 31).
Spotify said that the agency’s first project was with Coca-Cola for the company’s new Coke Studio campaign.
AUX connected the beverage giant with Berlin-based producer-DJ-vocalist Peggy Gou who scored a hit on the platform last summer with the single (It Goes Like) Nanana.
According to Spotify, the brand and artist have now “built a long-term partnership that will span live concerts and events, social media content, a branded playlist, and on-platform promotional support”.
“For artists, AUX gives them the opportunity to live off their art.”
Jean-François Pathy
Jean-François Pathy added: “Ultimately, this is about connection. AUX will connect brands to artists and their fandoms powered by the intel of Spotify’s connected platform.”
He added: “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.”
“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.”
Jeremy Erlich, Spotify
“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.
“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.”
