Spotify and Ancestry invite people to create custom playlists based on their DNA

Ancestry and Spotify collaborate to explore musical DNA

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 custom playlist experience.

“We’re always looking for new and innovative ways we can use our technology and resources to help consumers connected to their background in a deeper, more meaningful way,” said Vineet Mehra, executive vice president and chief marketing officer at Ancestry. “This first-of-its kind partnership with Spotify offers people a fresh way to explore their heritage through music – something that is a source of identity, expression and community in cultures across the globe.”

Added Danielle Lee, global head of partner solutions at Spotify: “Our users have come to love and expect personalized experiences on Spotify that help them to discover new music and cultures. We are thrilled to partner with Ancestry as they encourage their audience to explore the soundtrack of their heritage.”

Ancestry: Musical DNA by Spotify

Added 21 September 2018
Agency: Spotify
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