A little over a week ago, November 21, Uber and Spotify decided to team up and offer Uber users the opportunity to become a backseat DJ while they ride with Uber. The collaboration plans to expand globally, but was only launched in 10 cities: London, Sydney, Singapore, Stockholm, Mexico City, Toronto, New York City, Los Angeles, San Francisco and Nashville. However, users can only take advantage of this new feature if the Uber drivers have adopted this new feature which can be a drawback to users who request a ride expecting this new feature. Hopefully, over time Uber will find a way to target these Spotify users similarly to how they target people who need a larger vehicle rather than a regular compact car for transportation to fix this problem.
The other drawback for this is users who want to take advantage of this feature but don't actually have the $10 Spotify premium needed to play your playlist. At the end of November 2014, Spotify reported having over 12.5 million subscribers worldwide, doubling their following from 2013, where the bulk of users range from ages 18 - 44. Whereas Uber is used in major cities where the majority of users are 20 - 30 years old who are generally commuting during rush hours (in the morning and evening) as well as for nightlife events, making the Spotify & Uber alliance seem logical since both companies target audiences are about the same age range.
Similarly to how Uber has grown, I'll suspect that the Spotify + Uber collaboration will gain a following due to the Uber's nature of launching in large cities and offering free ride opportunities leading to consumers sharing their experiences with friends and bringing in new users by word of mouth.
Although some may argue that the Spotify + Uber partnership is far out and unnecessary, it offers both companies a platform to legitimize themselves through cross promoting and creating a buzz through news media outlets... Only time will tell if this new connection will bring back positive publicity back to Uber after the backlack the press has given the company in the past months. Travis Kalanick, CEO of Uber, has apologized about remarks made by the company's executive and is working on investigating the privacy violations of the company so customers feel that their personal information is protected when using the transportation mobile app.