On 3/7 Spotify celebrated the launch of AUX with its first brand partner, Coca-Cola. The new music consultancy will allow Spotify to counsel brands about how best to use music to benefit their campaigns and connect to new audiences via emerging artists.

Serving as the kickoff of a long-term partnership between Spotify and Coke Studio, the shindig featured a DJ performance by Empress Of and spotlighted Coke Studio, located at Spotify Studios. The first artist to use the space, Kalisway, was in attendance alongside other artists invited to work there, including Gatlin, Ella Rosa and Sophie Cates.

"I was excited to be the first artist to record at Coke Studio at Spotify L.A.," said Kalisway. "The studio has a great vibe and is an ideal place to record but beyond that, being part of a new initiative by two iconic brands meant to champion artists makes this even more meaningful to me."

“Spotify is always looking for ways to leverage our music ecosystem to deepen the connections among artists, brands and fans,” said Jeremy Erlich, VP, head of music content, Spotify. “AUX is a natural step for us to help brands strengthen their music strategy and better connect with new audiences through our expert insights and the observations of our music team, tailored to meet brands’ needs.”

Pictured above wondering just how much caffeine is in 14 cokes are (l-r) Head of AUX Jean Francois Pathy, Coca-Cola Global Head of Music and Culture Marketing Josh Burke, Erlich, Kalisway and Coca-Cola VP of Creative Islam ElDessoukey and VP of Global Sports & Entertainment Marketing Brad Ross.