OFFICIAL: Uber Links With Spotify For Backseat Music [DETAILS, VIDEO]

[UPDATED] As rumored, Spotfy and Uber have partnered to add a personalized music experience to the popular ride service. The new offering is launching this Friday, November 21 with special promotions and events in 10 cities – London, San Francisco, Los Angeles, New York, Mexico City, Nashville, Singapore, Stockholm, Toronto and Sydney. A worldwide launch will follow in the coming weeks.

Artists participating in the launch events this Froday include Andrew W.K., The Sam Willows, Ximena Sariñana, Ansiktet, Professor Green, Diplo, Matt and Kim, Ricki Lee, Kevin Drew and Jake Owen.

How It Works & Why

Uber users who link their Spotify Premium account to the Uber app will automatically hear their playlist when they enter the car. The partnership, which took just three months from conceptualization to launch, allows users to either hear their own playlist or a localized playlist curated by Uber's local representatives.

"It's the first time we've enhanced the experience inside the car," said Uber CEO Travis Kalanick on a conference call announcing the deal this morning. "“For Uber we’re trying to always create a highly-evolved experience, the opposite of course which is the taxi world that came before us.”

For Spotify, "its a great way to reach millennial, particularly in urban areas," said Spotify CEO Daniel Ek. "Both companies are trying to create elevated experiences for users," he added.

More details on the launch and the events in each of the 10 cities will be shared in the coming days.

MORE: Why The Spotify Uber Partnership Matters More Than You Think

Watch the launch video:

[UPDATED]

The Uber-Spotify integration will kick off this Friday, November 21, in 10 cities across the globe with artist ride-alongs and exclusive live sessions featuring Andrew W.K., The Sam Willows, Ximena Sariñana, Ansiktet, Professor Green, Diplo, Matt and Kim, Ricki Lee, Kevin Drew and Jake Owen.

Stay tuned for more details later this week.