https://techcrunch.com/2024/02/22/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 same. The company announced the launch of AUX, its new in-house “music advisory agency” for brands. 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.

For Spotify, AUX represents another source of income, as well, as the company says brands can pay Spotify to leverage the new service.