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A Spotify playlist tailored to your DNA is the latest example of brands cashing in on people’s search for identity.

Genetic-ancestry tests are having a moment. Look no further than Spotify: On Thursday, the music-streaming service—as in, the service used to fill tedious workdays and DJ parties—launched a collaboration with AncestryDNA. The partnership creates custom playlists for users based on DNA results they input: Oumou Sangaré for Mali, for example, and Ed Sheeran for England.

And last May, after the U.S. men’s soccer team had embarrassingly missed the World Cup, 23andMe also saw a marketing opportunity. “What is a soccer nut to do?” the company asked in a blog post. “Here’s an idea—why not pick a team based on your genetic ancestry?”

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Click the link below for the article:

https://www.theatlantic.com/science/archive/2018/09/your-dna-is-not-your-culture/571150/

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