Spotify and Ancestry to curate personalized ‘soundtracks of heritage’
Spotify and genealogical historical record company, Ancestry, will work together to curate personalized playlists comprised of the top releases from the cultures of the listeners’ ancestors. Ancestry.com users’ AncestryDNA test results will identify the specific cultures to which participants’ ancestors belonged. Spotify and Ancestry will then use that information to craft playlists that encompass the top releases across the cultures of one’s ancestors. “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 Spotify’s Head of Partner Solutions, Danielle Lee.
Executive Vice President and Chief Marketing Officer at Ancestry, Vineet Mehra says the joint initiative between Spotify and Ancestry is about “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?” Mehra adds. “Music seemed like an obvious way to do that.” Those interested can see how diverse their current musical preferences are via Spotify and Ancestry’s “Musical DNA pie chart,” accessible here.