Pass it on, Adam Tensta Pass it on, Adam Tensta
Pass it on, Adam Tensta Pass it on, Adam Tensta
Pass it on, Adam Tensta Pass it on, Adam Tensta

One direction: Rapper unveils exclusive single

20 : 03 : 2012 Future Of Music : Transmedia : Facebook

Stockholm – Swedish rapper Adam Tensta has released a digital single through Facebook, called Pass it On, which can only be listened to by one person at a time.

People who want to hear the track download an app, after which they will be placed in a queue. A message is then sent to the email address that is linked to their Facebook account and they can play the song – but only once.

The app allows other people to see where the song has been listened to in the world, where it is being played at a particular moment, and how far it has spread across the globe.

This is a great way of revaluing music. In a world in which music is arguably over-accessible, this campaign creates a sense of exclusivity, and mimics the idea of people passing a physical record on to each other.

For more on where the music industry is headed, see our Future of Music: 10 Trends macrotrend.

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