Spotify has announced the launch of a music advisory agency called AUX for brands, aiming to assist them in leveraging music for their marketing campaigns.
In its inaugural campaign, AUX has facilitated a partnership between Coca-Cola and DJ-producer Peggy Gou, spanning various promotional activities.
The Collaboration Details:
The partnership between Coca-Cola and Peggy Gou includes live concerts, events, social media content creation, a branded playlist, and promotional support on Spotify’s platform.
This collaboration seeks to showcase the potential of integrating music into marketing strategies.
Spotify’s Expertise and Vision:
Emma Vaughn, Spotify’s global head of advertising business development and partnerships, expressed excitement about leveraging Spotify’s expertise to advise brands on utilizing music effectively in their campaigns.
Jeremy Erlich, Spotify’s global head of music, emphasized the platform’s insights into artists and music culture, aiming to bridge the gap between brands and emerging artists.
Addressing Industry Challenges:
The collaboration between rising artists and brands comes when the music industry faces challenges in promoting new acts amid a vast array of available music.
Platforms like TikTok have also emphasized their role in connecting artists with brands through commercial music libraries.
Impact on Artists and Brands:
The partnership with Peggy Gou underscores the potential for artists to gain global recognition and expand their audience through brand collaborations.
Gou’s success in the dance music scene and the viral success of her single “(It Goes Like) Nanana” highlight the opportunities for artists to elevate their profiles through strategic partnerships.
Business Opportunities and Future Outlook:
Platforms like Spotify and TikTok see collaborations between artists and brands as a significant business opportunity with the potential to boost the overall size of the music market.
By facilitating connections between artists and brands, these platforms aim to capitalize on the demand for music in marketing campaigns and drive growth in the industry.