Spotify announces new ‘DNA-based’ playlists, in collaboration with Ancestry
Written by Maya-Rose Torrão
Spotify have just joined forces with the global leader in family history and consumer genomics, Ancestry, to launch a unique service that will allow you to explore your family history through music. Users of the service will be able to listen to a unique playlist of tracks that reflect cultural patterns from your own ancestors as well as your own listening habits.
When signing up for Ancestry’s popular genealogy platform and sending in a saliva sample, in order to get a full genetic report of your background, Ancestry will then connect with Spotify, who will use their advanced musical generator to create a custom playlist of what is being called your “musical DNA”.
Vineet Mehra, the executive vice president and chief marketing officer at Ancestry, explained the creation of this exciting new venture: “How do we help people experience their culture and not just read about it? Music seemed like an obvious way to do that.” The service currently costs $99 and you can find out more here.
Spotify has been at the forefront of innovation when it comes to experiencing music online; the leading music platform has also recently just announced that independent artists will now be able to upload their own music to Spotify, thus potentially cutting out the need for digital distributors and music labels. Although this service is only currently available for a select few artists, it is an exciting step forward for artists when it comes to digital distribution.