The world's largest streaming platform, Spotify, and the global leader in family history and consumer genomics, Ancestry, have joined forces to offer its customers a new opportunity to explore their family tree through music.
When signing up for the genealogy platform and sending in a saliva sample to get a full report of your genetic background, Ancestry will input the data into Spotify's advanced musical generator which will, in turn, create a custom-made playlist of what they are calling your "musical DNA." The selected tracks will reflect the cultures your ancestors hail from while also taking into account your recorded listening habits.
In a conversation with Quartzy, Vineet Mehra, the executive vice president and chief marketing officer at Ancestry, asked the rhetorical question: “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 is being offered for $99. Learn about how to connect with your distant relatives through music by going here.
In other Spotify related news, the company has recently undercut digital distributors and music labels by allowing a select group of independent artists to upload their music to the massive streaming service directly through their new tool, Spotify For Artists. Learn more here.