Uber and Spotify have joined forces to let customers create the soundtrack to their journey. To launch the perfectly-pitched partnership, the taxi company picked up lucky customers and delivered them to the door of a secret gig. Is this the beginning of evenings out facilitated by our fave brands?

Gen Yers may have swapped playgrounds for office spaces and Gameboys for smartphones since the mid-’90s, but it seems they’re playing the same old games. What is it aboutPokémon GOthat’s gotten audiences of all ages hooked on a craze that many grew out of before the turn of the century?

In the summer of 2016, the glory of capturing a rare Snorlax and using it to battle was reward enough to get half the world playingPokémon GO. But for mobile gamers in search of more tangible rewards, branded treasure huntSnatchmay hold appeal by letting players win real world prizes.

A new report has revealed that music merch sales in the US are growing at twice the rate of the rest of the licensed goods industry. As music artists become ever-more ingrained in popular culture, people are increasingly buying into their merch to signal their affiliation with esteemed acts.