Spotify and Ancestry Team Up to Create DNA-Curated Playlists

Music taste based on your genetic makeup.

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Music
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Spotify has teamed up with the world’s largest for-profit genealogy company Ancestry to create playlists based on user DNA. These genetically-curated playlists will link your Spotify account with your AncestryDNA test results, combining the music streaming platform’s personalized recommendations with the top tracks from the cultures your ancestors came from.

Quartz gave a few examples of these DNA-curated playlists. “Someone with Chinese heritage might get classical musician Wu Fei on their playlist, while a person with a Spanish background might get the rock band Los Sírex. This will ‘encourage [Ancestry's] audience to explore the soundtrack of their heritage,’” said Danielle Lee, Global Head of Partner Solutions at Spotify.

“It’s so much more than the stats and the data and the records,” says Vineet Mehra, Executive Vice President and Chief Marketing Officer at Ancestry. “How do we help people experience their culture and not just read about it? Music seemed like an obvious way to do that.”

Head over to Spotify’s website to see your current Musical DNA pie chart and to learn more about Ancestry’s DNA-based playlists.

In related news, Spotify is welcoming artists to upload music independently.

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quartz

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