Stingray is entering into new partnerships with Sobeys and Ford, allowing the company to move further into the grocery and automative space.

Sobeys officially joins the audio advertising network, bringing Stingway to more than 1,000 stores, across all provinces except Quebec. The partnership extends to all Sobeys brands, including Foodland, FreshCo, Needs Convenience, Safeway, Lawtons Drugs, Thrifty Foods, and IGA.

In addition, the media company is bringing Stingray Karaoke to Ford Motor Company’s vehicles, starting with the all-electric F-150 Lightning and Mustang Mach-E. It will also soon be integrated into vehicles with the Ford and Lincoln Digital Experience, which allows users to access apps and services from Google and Apple.

Karaoke might seem antithetical to safe driving, however Stingray has put some safeguards in place.

While the owner is parked, or waiting for the vehicle to charge, lyrics to whatever song they are listening to will appear on the in-vehicle screen. But, while driving, the feature can only be unlocked by a passenger in the front seat, with their seat belt on. After the passenger has confirmed that they are indeed safely seated, a QR code appears, allowing users to open a webpage with the karaoke controls, which the passenger can adjust with their smartphone.

“The debut of Stingray Karaoke in Ford vehicles underscores Stingray’s dedication to bringing innovative solutions to the automotive industry to engage customers at a time when consumers are expecting a richer entertainment experience in their vehicle,” says Jim Riley, president, US division at Stingray.

Stingray Karaoke will be rolled out via a Ford software update, first to eligible F-150 Lightning owners and then to Mustang Mach-E drivers in Canada, the U.S., Mexico and Europe. It will also be available to download at a later date on vehicles with the Ford and Lincoln Digital Experience.

At the moment, the feature does not include ads, according to Stingray.