O Spotify is the latest entity to provide a new way for content creators to have a simple way to connect with brands. The most popular streaming platform on the market has just unveiled AUX.
This new platform aims to be a way to connect Spotify content creators with brands. The idea, in this case, will be to more easily connect brands with rising artists, creating unique work opportunities.
At the same time, AUX allows it to be a new source of revenue for Spotify, as brands work directly with the platform to use the service, and therefore pay for it.
Coca-Cola appears to have been one of the first brands to take advantage of this integration, having already created partnerships with DJ Peggy Gou. They created a long-term partnership, which will encompass the artist's concerts and events, as well as promotional playlists on the streaming platform.
In the end, Spotify intends to create a way for artists to connect with brands on the platform, and create long-term partnerships to further increase the visibility of both parties.
Although AUX can help brands find rising artists, many consider this type of promotions to be more of an “extra”, and that it would be preferable to have higher revenues for content actually produced at a musical level.
AUX can help, above all, artists who are on the rise or quickly gaining popularity, and can reach new markets and goals with their career.
