Spotify has partnered with taxi app Uber to allow its users to listen to their playlists during their taxi journeys.

In what it describes as a “first-of-its kind” partnership, Spotify Premium customers will be able to “personalise” their taxi rides by connecting the Uber app with their Spotify account.

When a Spotify-enabled Uber taxi arrives, the users’ music will already be playing through the car speakers, and they can select tracks using the app.

The partnership will kick off this Friday (21 November) in 10 cities across the globe, including London, San Francisco, Mexico City, Singapore and Sydney.

Uber is promoting the launch with a digital marketing campaign, including a 60-second video using the tagline ‘Spotify Your Ride’.

In September, Spotify launched two new video advertising platforms for brands, Sponsored Sessions and Video Takeover.

Spotify Free users can opt in to watch a brand-sponsored video spot, or a Sponsored Session, in exchange for 30 minutes of uninterrupted music. Brands can also sponsor a video ad break on desktop with a Video Takeover.