Uber has partnered with music streaming site Spotify to give users the ability to choose the music played during their taxi journey, as the ride-sharing app looks to differentiate its offer in an increasingly competitive marketplace. From Friday Uber customers who have a premium account with Spotify will be able to link their playlists to the Uber app and select the music they want to hear when they get in a taxi. The functionality will be available in 10 cities initially, including London, Stockholm and Singapore.