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.