Spotify is launching a music consultancy for brands, the streamer announced on Wednesday (February 21). For its inaugural campaign, the agency, dubbed AUX, paired Coca-Cola with producer DJ Peggy Goo. The two have “built a long-term partnership that will include live concerts and events, social media content, branded playlist and promotional support on the platform,” according to Spotify's press release.
In his statement, Emma Vaughanglobal head of advertising business development and partnerships for Spotify, said: “We are excited to leverage our expertise as Spotify to advise brands on how best to use music to enrich their marketing campaigns and leverage our relationships with emerging artists to help them reach new audiences.”
“Our teams already spend all their time understanding new trends and what artists, fans and brands want, so this is our attempt to connect all the dots and provide Spotify's unparalleled insights into artists and musical culture,” he added. Jeremy Ehrlichthe streamer's global head of music.
The ability to pair up-and-coming artists with brands — who have the reach and resources — can be most valuable in an era when the abundance of music makes it difficult to create new acts to boost awareness. TikTok has also touted its ability to help artists do this through its commercial music library.
“There are 10 million small businesses that want to use your music in 10 minutes, so how do you meet that demand?” All ObermanTikTok's global head of music business development, asked last year. “It's a huge business opportunity. it could add 10% to the overall size of the music market in a few years if we get it right.”
Gou had already built a successful career in dance music circles with tracks like “Starry Night” and “It Makes You Forget (Itgehane)” before last year. She achieved a new level of global recognition in 2023 when her single “(It Goes Like) Nanana” went viral.
from our partners at https://www.billboard.com/business/streaming/spotify-aux-brand-agency-peggy-gou-coca-cola-1235611528/
