Spotify has expanded its live event 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 Budweiser-sponsored experience included several unique elements:

• Customizable branded merchandise and posters
• Special 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 that "AUX Live Experiences" create cultural moments that strengthen connections between artists, brands, and fans while delivering measurable results for advertisers.

The platform has already partnered with major brands like FanDuel and Samsung to build cultural relevance and expand fan bases. As Spotify continues to diversify into podcasting and visual media, future AUX events may incorporate cross-platform entertainment experiences to enhance brand partnerships.

This expansion represents Spotify's growing commitment to live experiences and brand collaborations, building on its existing music streaming foundation while exploring new ways to connect with audiences through multiple entertainment channels.

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