It’s official: after a weekend of rumors, Spotify and Uber will introduce a new partnership in 10 cities this Friday, November 21, that will enable Spotify Premium users to play their own playlists during their Uber ride.
Participating cities are London, Los Angeles, Mexico City, Nashville, New York, San Francisco, Singapore, Stockholm, Toronto and Sydney, which will each host launch events on Friday featuring Andrew W.K., The Sam Willows, Ximena Sariñana, Ansiktet, Professor Green, Diplo, Matt and Kim, Ricki Lee, Kevin Drew and Jake Owen. A video explaining the partnership was uploaded to Uber’s YouTube page on Monday morning.
An over-the-top partnership with Uber is notable for Spotify, at a time when the streaming service’s chief competitors Pandora and iHeartMedia are doubling down on in-car dashboard app deals with major auto manufacturers. In a press conference call announcing the partnership, Spotify co-founder-CEO Daniel Ek says the Uber deal allows them to “reach a younger audience who are taking up Uber in droves,” noting that “more and more people are skipping owning their cars and going straight to Uber… for us that is just a great way to get a massive amount of users.”
Uber CEO Travis Kalanick, who declined to disclose any financial terms of the relationship with Spotify, said simply, “It’s just a sexy, interesting, fun way for people to bring their music into the car. I think it speaks for itself, most definitely a win-win.”
The deal comes at a time of rapid growth for both companies. Last December, leaked revenue figures for Uber suggested that the company had more than 450,000 active users in November 2013 alone, a number that has no doubt grown substantially as the car-service app adds more new cities each month. And Spotify will rely on the deal to convert more people to its Premium tier, currently used by more than 12.5 million subscribers, according to the company’s press page — that’s about 20% of the more than 50 million active users on the platform.