Ancestry is teaming up with Spotify to create playlists based on their user’s DNA. Anyone who has ever submitted one of Ancestry’s at-home DNA tests can link their account to Spotify and be met with a playlist that layers Spotify’s own notions of your taste on top of music that is popular or culturally significant from your ancestral homelands.
“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 following the launch of the new Spotify promotion. “How do we help people experience their culture and not just read about it? Music seemed like an obvious way to do that.”
The folks over at Spotify echoed those words. The company’s Global Head of Partner Solutions Danielle Lee told Quartz that the idea of the Ancestry X Spotify playlists was to “encourage [Ancestry’s] audience to explore the soundtrack of their heritage.”