In yet another push towards ultimate ubiquity, Spofity has tied the knot with public transport disruptors Uber to give taxi passengers the option to personalise the soundtrack playing in the cabs.
Launching in 10 cities on Friday, including Sydney, Spotify premium users will be able to pre-select the music playing in the cars via both the Uber and Spotify apps. Cars will arrive with the passenger’s music already playing over the speakers providing the driver is Spotify-enabled.
There will be no specific marketing campaign backing the launch in Australia, with the exception of targeted social media activity.
Spotify hopes the new initiative will build on its plans to bring the music service out into the public sphere, where it would become a platform used more broadly than for personal consumption on PC or mobile.
Pitched as much more than just a marketing stunt, a spokesperson told AdNews that this deal forms part of its remit to be “everywhere you are”. It is also part of a strategy which delivers on Spotify’s intention to migrate free users to the premium platform.
Spotify is expected to reveal more details on the Uber deal this Thursday, when it is also widely expected that it will formally announce a rumoured deal with BMW.
The company already has in place deals with Ford and Volvo, where technology has been built in to new cars allowing Spotify to be streamed over car stereos.
Spotify will more than likely arrive as part of the company’s ConnectedDrive platform, where other music platforms, such as Deezer, TuneIn, Rhapsody, Audible and Pandora have already established a foothold.
In the meantime, however, a word to Uber cab drivers: Spotify assures you that you will maintain control of the volume button, so a passenger’s Death Metal' playlist can always be muted.
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