Family-history service Ancestry has been helping people research their family trees and investigate (via a mail-in DNA test) their heritage. Now it’s promoting itself on Spotify with an inventive playlist-based campaign. It starts by serving an ad to Spotify’s free listeners suggesting that they “discover your musical DNA” by connecting their Spotify account “to explore the diversity in your listening history and discover music from around the world”.

Campaign reported that this will show some recommendations based on the listener’s history, before inviting them to sign up for one of Ancestry’s DNA tests. Once *that’s* done, they’ll be served more custom playlists, with artists from the regions of the world that match their family history. “For example, someone with DNA from Norway will discover artists like Röyksopp and a-ha included in their playlist, while someone with DNA from France will find artists like Stromae and Carla Bruni highlighted,” explained Campaign.

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