Pass the AUX: Spotify helps musicians “live off their art” with brand matchmaking service

Spotify is following the lead of other major social platforms by connecting its creator community to brand partners. The audio streaming service has announced Spotify AUX, a service that plays the matchmaker between emerging artists and Fortune 500 brands.

A post on Spotify’s For The Record blog describes AUX as an “in-house music advisory agency for brands.” Spotify’s experts will counsel participating companies on the best strategies they can use to incorporate music into their campaigns. The result, according to Spotify VP and Head of Music Content Jeremy Erlich, is a service that will “leverage our music ecosystem to deepen the connections between artists, brands, and fans.”

The matchmaking part of the AUX experience sounds a lot like the tools available on other platforms. YouTube has forged links between creators and brands since its 2016 acquisition of FameBit, which is now known as BrandConnect

. TikTok has taken a slightly different approach by launching Creative Challenge, a hub filled with brand campaign briefs that can be completed by creators. Third-party firms like JoinBrands and Pearpop also offer matchmaking services.

The first partnership born out of Spotify AUX is a deal between Coca-Cola and Berlin-based DJ Peggy Gou. The long-term partnership between the two parties will include live concerts and events, social media content, a branded playlist, and on-platform promotional support.

Jean-François Pathy will serve as the Global Head of Spotify AUX. The For The Record post includes an interview with Pathy, who believes that AUX will allow musicians to “live off their art” through multifaceted collaborations. “Our vision is to go beyond the conventional limits of brand partnerships,” Pathy said. “AUX isn’t just about placing brands alongside music; it’s about reshaping the way brands and music interact.”