Spotify Wants Your DNA for Music Recommendations
Spotify and Ancestry.com have teamed up for an ambitious and bizarre musical project. Using your DNA, Spotify will compile a playlist of songs to broaden your sonic horizons while connecting you with the history of your relatives.
AncestryDNA has already served millions of customers around the world looking to get a scientific look into their heritage. Imagine if you suddenly learned you were part African, Native American, French, Chinese, or all of the above… would you be inspired to investigate the culture of your family lineage? That’s what Spotify and Ancestry are hoping to provide.
"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," says 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."
"Our users have come to love and expect personalized experiences on Spotify that help them to discover new music and cultures," adds Danielle Lee, global head of partner solutions at Spotify. "We are thrilled to partner with Ancestry as they encourage their audience to explore the soundtrack of their heritage." [via Campaign Live]
AncestryDNA kits and genetic profiles are going for $99. If you’ve already had your DNA tested by Ancestry, you can click here to get your customized DNA Spotify Mix.
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