Spotify Creates Custom Playlists Based On Listeners’ DNA

Spotify Creates Custom Playlists Based On Listeners’ DNA
Brand Activation & Immersion

Based on DNA collected from Ancestry.com, Spotify will design a personalized playlist featuring artists hailing from same regions as customers' ancestral origins

Rachel Gonzalez
  • 25 september 2018

Genealogy website Ancestory.com and popular music streaming platform Spotify are partnering to give AncestryDNA customers tailored playlists based on their lineage. Spotify has dubbed this platform MusicalDNA and encourages AncestryDNA clients to continue to dig for their roots.

Playlists will include music created by artists from the regions reflected in participants’ AncestryDNA results and will feature genres as diverse as the client base. Spotify will be advertising MusicalDNA to its free listeners by offering a teaser playlist based on the individual’s most-played genres, and afterward will invite listeners to try AncestryDNA for their own complete personalized playlist.

While Spotify is known for customizing playlists for its users based on its learning algorithm, the service intends to pique listener interest by catering to consumer affinity for greater and thematic personalization.

Spotify

Ancestory.com


Lead image: Spotify app stock photo from Mr. Whiskey/Shutterstock

Genealogy website Ancestory.com and popular music streaming platform Spotify are partnering to give AncestryDNA customers tailored playlists based on their lineage. Spotify has dubbed this platform MusicalDNA and encourages AncestryDNA clients to continue to dig for their roots.

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+brand activation & immersion
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+Streaming

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