By Leslie Goffe
BBC Focus on Africa magazine, New York
Oprah Winfrey originally thought her ancestors were Zulu
First it was Oprah Winfrey's wistful reach for the continent, now other prominent African Americans are finding their roots.
In 2005 Oprah Winfrey underwent DNA testing in an effort to determine the genetic make-up of her body's cells.
The popular American talk show host wanted to know where her ancestors, taken as slaves to the United States, had come from.
Since then thousands of other African Americans have followed suit, many of them household names in the US.
Comedian Chris Rock discovered that he was descended from the Udeme people of northern Cameroon.
Chris Rock is descended from the Udeme people of northern Cameroon
LeVar Burton, an actor who played the slave Kunta Kinte in the TV drama Roots, linked himself up genetically with the Hausa in Nigeria.
Civil rights leader Andrew Young traced his lineage to the Mende people of Sierra Leone and is also believed to be a distant relative of one of the leaders of the 1839 Amistad slave ship mutiny.
DNA testing has also resulted in some African Americans being bestowed with honorary African titles.
The Oscar-winning actor Forest Whitaker, who portrayed the Ugandan dictator Idi Amin, was made an honorary chief of Igboland in south-eastern Nigeria.
He was given the title of Nwannedinambar of Nkwerre which means "brother in a foreign land", during a visit to Nigeria in April.
There are more than two dozen genealogy organisations in the US selling genetic ancestry tests but African Ancestry is the only black-owned firm.
It is also the first to cater specifically to African Americans. Of the half a million Americans who have purchased DNA tests, around 35,000 of them are African American.
African Ancestry charges $349 to test either a person's maternal or paternal lineage.
Once the fee is paid, swabs used to collect a DNA sample from the inside of the cheek are sent to the customer and then back to African Ancestry's laboratory.
The DNA's genetic sequence is extracted and compared to others in the firm's database.
The company claims this contains 25,000 samples from 30 countries and 200 ethnic groups, and is the largest collection of African lineages in the world.
African Ancestry say that they are very precise in tracing where a person's ancestors originate from.
Once this is known, a "results package" is sent out, including a print-out of a person's DNA sequence, a certificate of ancestry and a map of Africa.
"It's a kind of welcome to Africa package," said Ghanaian-born Ofori Anor, editor of the African expatriate magazine, Asante.
Gina Paige, a founder of African Ancestry, wants to transform the way people view themselves and the way they view Africa.
When many African Americans visited Africa in the past, they were interested mostly in kente cloths and masks, nowadays they want to know more about the country they are visiting.
The company has been accused by critics of being inaccurate
Although they still visit the slave castles, they are now also interested in the price of property.
Purchasing a townhouse in the Ghanaian capital Accra or a commercial property in Sierra Leone's Freetown feels less implausible.
"What we need now is for people to get deeply involved in one particular country or region or culture," said Andrew Young, the civil rights leader whose consulting firm acts as a liaison for American companies wanting to do business in Africa.
There has been a change too in the way Africans see African Americans and claims of kinship that were once viewed with amusement are now embraced.
This is partly due to the emergence of President Barack Obama and because of the role played by African Americans in his historic election.
As a result, African politicians and businessmen want African Americans to lobby in the US on the continent's behalf.
Traditional African rulers have also been busy handing out honorary chieftaincies to African Americans in the hope it will lead to an increase in investment and a boost in tourism.
Guinea-Bissau's Tourism Ministry encouraged comedian Whoopi Goldberg to visit when in 2007, DNA tests showed she was descended from the Papel and Bayote people of the country.
Unfortunately, Goldberg has not taken up the offer as she has a fear of flying and has not been in an aeroplane for 20 years.
Unlike the Hollywood actress, as soon as Lyndra Marshall, a 56-year-old retiree from Maryland near Washington DC discovered her African heritage, she immediately boarded a plane for Ghana's Ashanti region.
"We did not talk about where we came from when I was growing up," said Ms Marshall.
Since she found out she was of Ashanti descent, she has been trying to get other people to visit and invest in the country.
Along with DNA technology, Ms Marshall credits President Obama with kindling an interest in Africa.
"With Obama being both African and American, and our president, this has made many of us interested in where we came from, too."
Getting it right
Although many people are excited about the prospect of tracing their ancestry, critics say the work of America's genealogy companies is far from accurate.
On a visit to South Africa in 2005, Oprah Winfrey said that DNA testing had conclusively revealed where she is from. She thought she was Zulu but subsequent DNA testing showed she was a descendent of the Kpelle people of Liberia.
Professor Deborah Bolnick of the University of Texas is particularly critical of African Ancestry.
She says its database is too small to fulfil its marketing promise that it is "the only company whose tests will place your African ancestry in a present day country or region in Africa".
"Consumers should know the limitations and complexities before they spend hundreds of dollars thinking they're going to find an answer to who they really are," said Professor Bolnick.
"It's really much more uncertain than the testing companies make out."
Despite these limitations, African Ancestry customers like Ms Marshall are convinced her results are correct.
"I have lots of family that look very Ghanaian, they are short like them, dark like them and I have a cousin that looks just like the Ashanti king."
However, comments like this offend the Editor of Asante magazine.
"African Americans just want to be able to say they were once kings and once ruled the world," said Mr Anor.
He feels that African governments and traditional rulers should stop the practice of granting citizenship and chieftaincies to African Americans.
"Just because your genetics show you came from a place, should that mean you can lay claim to that group of people or place now?"