Spotify and Uber in deal to stream music during taxi rides The chief executive of Spotify wants more people to listen to the music streaming service in their cars - but instead of turning to a carmaker he has signed a deal with Uber, the taxi app. From Friday, Spotify subscribers will be able play songs on the car sound system when they ride in an Uber vehicle. Travis Kalanick, Uber chief executive, said it was the first time the company had let passengers "personalise" the experience of its on-demand rides. Spotify has already integrated its service on to the dashboard systems of several cars, including those made my Ford and Volvo, but Daniel Ek, chief executive, said the company sees Uber as a novel way to reach subscribers who want to listen to music while driving but are less likely to own vehicles. "Instead of just doing sort of car integration, we thought what's the next generation of transportation system?" he said. More and more people are skipping even owning their own cars and going straight to Uber, so this is a way for us to reach a younger and a millennial audience in the cities. Both companies have grown quickly alongside changing consumer behaviour, with users becoming more interested in paying less to rent or license assets, such as cars or music, than buying them outright. Uber is now in talks with investors to raise at least $1bn in new equity, just months after a round of funding that valued it at $17bn. Spotify has 12.5m subscribers who pay $120 a year, up 2.5m in the past six months. Since it launched in 2008, Spotify has used partnerships with larger companies as an important mechanism for expansion. Dozens of telecoms groups, including Sprint and Vodafone, have bundled Spotify into their subscription packages. In 2012, Coca-Cola embarked on a wide-ranging partnership with Spotify, which included adverts for the music streaming service appearing on cans of the fizzy drink. The partnership with Uber will begin with 10 cities, including London, New York, San Francisco and Sydney, with plans to eventually go global, the companies said. Additional reporting by Robert Cookson