Introducing AUX, Spotify’s First-of-Its-Kind Tune Consultancy for Brands


With a song editorial crew and proposals that have created essentially the most brilliant streaming ecosystem in the alternate, Spotify is where extra than 600 million followers across the world come to listen to their popular artists. Which ability, we imagine there’s one more for producers to connect with Spotify listeners thru outlandish, song-driven campaigns. So we’re elated to philosophize AUX, Spotify’s in-residence song advisory company for producers.

With AUX, we’ll employ our deep skills to counsel producers about how finest to make employ of song to complement their campaigns and attach them with rising artists to abet them reach glossy audiences.

“Spotify is continuously attempting to gain ways to leverage our song ecosystem to deepen the connections between artists, producers, and followers,” acknowledged Jeremy Erlich, VP, Head of Tune Relate at Spotify. “AUX is a natural step for us to abet producers toughen their song technique and better connect with glossy audiences thru our professional insights and observations from our song crew, tailored to meet producers’ wants.”

Marketing feeble Jean-François Pathy, who has been instrumental in AUX’s formation, serves as its Global Head. As well to offering bespoke products and companies for every and each individual challenge and helping producers construct one-of-a-form advertising initiatives, Jean-François and AUX will also work with artists to abet them elevate their song to lifestyles in glossy and compelling ways.

Working instance: AUX’s first accomplice, Coca-Cola. For the corporate’s glossy Coke Studio campaign, AUX linked the beverage huge with Peggy Gou, the Berlin-basically based fully producer-DJ-vocalist who struck gold final summer along with her single “(It Goes Luxuriate in) Nanana.” The logo and artist have constructed a lengthy-term partnership that will span reside concerts and occasions, social media thunder material, a branded playlist, and on-platform promotional toughen.

“We’re proud to be an early accomplice to AUX, which integrates Spotify’s skills to allow legitimate connections with song followers worldwide,” acknowledged Joshua Burke, Global Head of Tune & Culture Marketing at The Coca-Cola Company. “That is a natural development of our lengthy-standing partnership with Spotify and marks a key milestone for our commitment to artists and the song community. We’re infected to birth Coke Studio at Spotify LA, that will present recording toughen for rising artists and a platform to promote their song.”

For the File spoke to Jean-François to hear extra about AUX, the partnership with Coca-Cola, and what the company is in the waste taking off to conclude.

How would you checklist the connection between advertising and song? Why is it so significant for a mark to present its song technique?

Tune has a certain skill to evoke emotions and construct a profound reference to listeners and buyers. In an international where chopping thru the noise by ability of ragged promoting programs is changing into tougher, the employ of the have an effect on and relevance of song culture makes sense. Tune is arguably essentially the most influential fragment of culture, as it’s embedded in almost every nook of our society. Simply put, a distinctive song technique creates an legitimate relationship that sets a mark besides its competitors.

How will AUX abet producers toughen their advertising efforts, and what form of alternatives will this construct for artists?

Spotify is a cultural hub with global affect and appropriate native authenticity in over 180 markets. We can plot upon years of skills, connections, and insights to navigate snappy-evolving traits. With AUX, our mark companions can now have the profit of our mix of alternate data, global reach, creativity, and perception-driven precision to construct legitimate and multifaceted advertising suggestions. Finally, that is about connection. AUX will connect producers to artists and their fandoms powered by the intel of Spotify’s linked platform.

For artists, AUX affords them the replacement to reside off their art work. We’re right here to champion artists and curate deep, meaningful collaborations, and we plan to play an brisk role in making their careers extra a hit and sustainable with the toughen of our mark companions. Spotify AUX will boost the alternatives readily accessible to artists, offering them a platform for creative expression, financial toughen, and strategic partnerships that transcend ragged alternate avenues.

Coca-Cola is AUX’s first accomplice, and Peggy Gou is considered one of many primary faces of the Coke Studio campaign. Can you uncover us somewhat about how the campaign and the connection between Spotify, Coca-Cola and Peggy got right here to lifestyles?

The Coca-Cola Company is primary for its connection to song and culture, so it became as soon as a natural match for Spotify AUX. We’re grateful to be working with an iconic mark that’s committing plentiful to song and artists.

Current collaborations and unfamiliar initiatives are central to Coke Studio, so we’re elated to play an brisk role in taking this program to the next degree. We jointly identified artists with a stable creative pressure moreover to an appetite for collaboration, and Peggy Gou felt like an evident desire. We’re working closely with Peggy and her crew on a desire of chilly activations and we’ll have extra to unveil in the arriving weeks.

What form of affect terminate you hope AUX can have on the song alternate as a complete?

Sound surrounds us, and producers must assume about song as a core pillar of their advertising technique. Nonetheless culture is snappy-altering in this day and age and no longer easy to navigate—we desire to invent this more straightforward for producers. Spotify plays an brisk role in shaping song culture on a worldwide scale. We now have ready the bottom for the manner audiences have interaction with song, and now we are able to elevate producers, marketers, and creators on that move with us.

Our imaginative and prescient is to transcend the ragged limits of mark partnerships. AUX isn’t stunning about putting producers alongside song; it’s about reshaping the manner producers and song have interaction.

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