Expanding its algorithm, Spotify is working on recommending songs based on more than just liked songs and playlists. The music streaming company has teamed up with Ancestry.com to use DNA to introduce users to new songs to help them learn about and connect with their heritage.
A successful business, AncestryDNA has aided millions of customers in finding their true heritage. As curiosity to learn more about unfamiliar cultures and heritage grows within customers Spotify's new project aims to fill this void.
According to Vineet Mehra, executive vice president and chief marketing officer at Ancestry, this unique way of exploring heritage through music will help people connect to their background in a deep and meaningful manner.