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Spotify follows Meta, YouTube and others by offering AUX, a service to connect brands and creators
Facebook, Instagram, Snap, YouTube, and other social networking companies offer programs to connect creators with brands, and now Spotify is doing the
While not necessarily a creator marketplace, the program has a similar aim — it will facilitate connections between brands and emerging artists for various campaigns benefitting both parties. “Spotify AUX will broaden the opportunities available to artists, offering them a platform for creative expression, financial support, and strategic partnerships that go beyond traditional industry avenues,” the company explained, in a blog post. Spotify’s new royalties model with its minimum threshold for streams of songs, further complicates an already tough situation, necessitating artists to consider brand deals as a means of growing their income.
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