Pitchfork
Quartz
Alternative headline - Please Don't Give Your Genetic Data to AncestryDNA as Part of Their Spotify Playlist Partnership
Spotify has teamed with Ancestry.com to offer users playlists based on their own DNA. By signing up through the genealogy company, you can trace your family history and input results to Spotify. It'll then generate a playlist based on your family tree and listening habits. The program will "encourage [Ancestry's] audience to explore the soundtrack of their heritage," Danielle Lee, global head of partner solutions at Spotify, told Quartz.
Users who want to explore will first have to sign up to the ancestryDNA program for $99. (As Spin points out, that entails handing over a "perpetual, royalty-free, worldwide license" to your DNA results.) If you already know your family tree, ancestryDNA offers a manual tool to generate the playlist.
Quartz
Ancestry has collaborated with Spotify to determine your musical DNA based on your AncestryDNA test results. "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."
In Spotify and Ancestry's custom playlist generator, you can input the different ethnicities and regions that make up your heritage based on your AncestryDNA test results. The generator will then select a range of tracks that reflect the cultures your ancestors came from. For example, 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," Danielle Lee, global head of partner solutions at Spotify, told Quartz.
Alternative headline - Please Don't Give Your Genetic Data to AncestryDNA as Part of Their Spotify Playlist Partnership