Ancestry: advert-body-2 by Spotify

Ancestry and Spotify have joined forces in a campaign that marries science, technology and creativity to deliver personalized experiences and new findings for consumers. Specifically, people can now create personalized playlists based on their DNA.

The collaboration encourages AncestryDNA customers to continue their journeys of discovery by using their ethnicity estimates to generate a custom playlist comprised of songs from their ancestral regions. The playlists feature artists from the same regions as the user and represent a diverse range of genres. For instance, someone with DNA from Norway will discover artists like Röyksopp and a-ha included in their playlist, while someone with DNA from France will find artists like Stromae and Carla Bruni highlighted. It’s not just Europe, as it can pinpoint music from the far reaches of Asia, African and the Middle East, plus South and North America.

To help spread the word, users of Spotify’s free tier in the US will be served an ad that invites them to check out their MusicalDNA. It will be based on the music genres they listen to most and is also available on a custom-built microsite. After experiencing this teaser experience, users will be encouraged to take their own AncestryDNA test and personalized, custom playlist experience.