Spotify has expanded its live events initiative into the UK through a Budweiser-sponsored concert in Manchester, marking a significant development in its AUX music consultancy program.

The inaugural UK event, dubbed "Music Depot," took place at Manchester's Diecast venue, attracting over 500 fans. The event featured performances from Good Neighbours and Manchester-based headliner Blossoms, along with various DJ sets.

The immersive experience included several Budweiser-branded elements:

• Customizable apparel and posters
• Specialized street-food menu with Budweiser-inspired additions
• Interactive bar featuring printable messages and Spotify codes on beer foam
• Complimentary permanent and temporary tattoos from local artists

Ed Couchman, Spotify UK and Northern Europe sales head, emphasized the company's commitment to strengthening connections between artists, brands, and fans through these cultural moments.

The expansion follows successful partnerships with major brands like FanDuel and Samsung, demonstrating Spotify's growing influence in live entertainment. The platform continues to diversify its offerings, particularly in podcasting and visual media, suggesting potential for future crossover events that combine multiple entertainment formats with brand partnerships.

This initiative represents part of Spotify's broader strategy, which includes its brand-focused music consultancy AUX and in-house "Creative Lab" agency, positioning the company as a comprehensive entertainment and advertising platform.

Related Articles

Previous Articles