Spotify, Ancestry team up to make playlists based on users DNA

Julie Spitzer - Print  | 

Ancestry customers will soon be able to subscribe to curated playlists based on their DNA using music-streaming service Spotify, Quartz reports.

Under the partnership, users who have submitted DNA to genealogy company Ancestry can manually link their accounts to Spotify to gain access to playlists that combine Spotify's own knowledge of the user's taste in music with songs that are culturally significant to their ancestors.

"It's so much more than the stats and the data and the records," Ancestry Executive Vice president and Chief Marketing Officer Vineet Mehra told Quartz. "How do we help people experience their culture and not just read about it? Music seemed like an obvious way to do that."

Users interested in the service must manually enter their Ancestry DNA test results into Spotify's playlist generator. The generator will then identify songs that reflect the cultures of the user's ancestors, as determined by Ancestry's genetic analysis.The idea is to "encourage [Ancestry's] audience to explore the soundtrack of their heritage," Danielle Lee, global head of partner solutions at Spotify, told Quartz.

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