Spotify teams up with genealogy site, Ancestry.com.
Imagine being able to have a playlist generated using your DNA. A recent collaboration between Spotify and Ancestry.com has now made such a thing possible.
The move will allow users to trace their genealogy on Ancestry.com, then input their results into the popular music streaming application. A playlist based on the listener's lineage and previous listening habits will then be generated. The innovative collaboration is set to revolutionize the manner in which the public can experience their various cultures. Executive vice president and chief marketing officer at Ancestry, Vineet Mehra, told Quartz, "It’s so much more than the stats and the data and the records. How do we help people experience their culture and not just read about it? Music seemed like an obvious way to do that.” Danielle Lee, the global head of partner solutions at Spotify expressed the belief that it will “encourage [Ancestry’s] audience to explore the soundtrack of their heritage.”
Despite only being released on September 21, the unique playlist generation technique has already attracted 10,000 users to sign up according to Mehra. It is only available to users who have already signed up to discover the ancestry on Ancestry.com. Spotify users who have already undergone Ancestry's test will have the access to a tool that automatically generates a custom playlist.