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Spotify follows Meta, YouTube and others by offering AUX, a service to connect brands and creators | TechCrunch

TechCrunchTechCrunch · 8m
Spotify follows Meta, YouTube and others by offering AUX, a service to connect brands and creators | TechCrunch

Spotify has launched a new in-house "music advisory agency" called AUX, which aims to connect brands with emerging artists for various campaigns. The program, which allows brands to pay Spotify for leveraging the service, will serve as an additional source of income for the streaming platform. AUX's first client, Coca-Cola, will join forces with Berlin-based artist Peggy Gou for a long-term partnership that includes live concerts, events, social media content, branded playlists, and on-platform promotional support. Spotify's effort to facilitate connections between brands and artists comes after its updated payment model was criticized for impacting emerging artists negatively.

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