Spotify has launched its first UK live event through AUX, partnering with Budweiser for an immersive concert experience in Manchester.

The event, dubbed "Music Depot," took place at Manchester's Diecast venue, attracting over 500 fans. Headlined by Manchester-based band Blossoms alongside Good Neighbours and various DJ sets, the event showcased Spotify's commitment to connecting artists, brands, and fans.

The Budweiser-sponsored experience featured several unique elements:

• Custom branded merchandise and posters
• Specialty street food with Budweiser-inspired additions
• Interactive beer foam printing (Spotify codes and messages)
• Complimentary permanent and temporary tattoos from local artists

Ed Couchman, Spotify UK and Northern Europe sales head, emphasized that "AUX Live Experiences" create cultural moments that benefit both fans and advertisers. The platform has already partnered with major brands like FanDuel and Samsung to build cultural relevance and engage new audiences.

This expansion into live events aligns with Spotify's broader strategy to diversify its entertainment offerings, including:

• Enhanced podcasting services
• Expanded visual media presence
• Competition with YouTube in video content
• Potential future crossover events combining music and other media

The success of this initial UK event suggests further growth of Spotify's live experiences initiative, with more brand partnerships and innovative events expected in 2025.

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