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23andMe Logo

How similar are you to Beyoncé? Die-hard fans find out by participating in this collaboration between 23andMe, Spotify, and Beyoncé herself.


23andMe Print Ad Mockup


Beyonce Tweet

Participants receive their DNA results within a week. In addition to early access to Beyoncé's new album, a Spotify playlist is made based on participants' genealogy and top hits from around the world.

23andMe Spotify

When the users and Beyoncé have both released their results, participants can find how their DNA measures up to Bey's in the 23andMe app or on There they will also have access to the prizes, including merch that shamelessly flaunts their results.

In the 23andMe app

AR filter to flaunt results

Winner Notification

Queen Genes winner notification

Grand Prize Winner's Direct Mail + Social Buzz

Mail to Grand Prize Winner
Social Buzz

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