AUX

Spotify's exclusive in-house music consultancy, uniquely positioned at the intersection of streaming data, artist relationships, and brand advertising

AUX is Spotify's proprietary music consultancy service launched in February 2024, operating under the Spotify Advertising umbrella. It functions as an internal agency that pairs brands with relevant artists, genres, and music culture to create more authentic and resonant advertising campaigns. By leveraging Spotify's unparalleled streaming data and artist relationships, AUX helps brands integrate music meaningfully into their marketing strategies rather than treating it as a superficial add-on. The consultancy works directly with brand clients to identify the right musical partnerships, sonic identities, and cultural alignments that match their target audiences. Notable clients include Coca-Cola's Coke Studio initiative, Visa, and Kona Big Wave, demonstrating its appeal across major consumer brands seeking cultural relevance through music. AUX bridges the gap between Spotify's artist ecosystem and brand marketing needs, offering a service layer that goes beyond standard audio ad placements. In the broader AdTech and brand marketing ecosystem, AUX represents Spotify's strategic move to capture higher-value brand consulting budgets beyond traditional programmatic or direct ad sales. It competes with music marketing agencies and creative consultancies while holding a unique advantage: direct access to Spotify's first-party listener data, artist relationships, and platform distribution. This positions AUX as a differentiated offering in the music-meets-advertising space.