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Spotify Wants to Connect Artists and Brands

Spotify to connect artists and brands with its newly launched AUX agency, with Coca-Cola as its first client.

The two have “built a long-term partnership that will span live concerts and events, social media content, a branded playlist, and on-platform promotional support,” according to Spotify’s press release. The ability to pair rising artists with brands — which have reach and resources — may be more valuable at a time when the glut of music makes it challenging for new acts to build awareness. 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.

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