PR > Technique
ONE COPY SONG
R/GA, New York / ADAM TENSTA / 2012
Awards:
Overview
Credits
Overview
BriefExplanation
Adam Tensta is Sweden’s biggest hip-hop artist. A multiple Grammy winner, he sought a new way to promote his latest single.But with services like Spotify, YouTube, and Grooveshark, music is accessible anytime, anywhere—so a lot of the anticipation with the release of a new single has been lost. We decided to release his new single as just one copy. Only one person could listen to the song at a time, before the next listener in line.Since launch, thousands have lined up to hear the One Copy Song, and Tensta gained 50% more followers on his fan page.
ClientBriefOrObjective
Adam Tensta is Sweden’s biggest hip-hop artist. A multiple Grammy winner, he sought a new way to promote his latest single.But with services like Spotify, YouTube, and Grooveshark, music is accessible anytime, anywhere—so a lot of the anticipation with the release of a new single has been lost. We decided to release his new single as just one copy. Only one person could listen to the song at a time, before the next listener in line.Since launch, thousands have lined up to hear the One Copy Song, and Tensta gained 50% more followers on his fan page.
Execution
Adam Tensta is Sweden’s biggest hip-hop artist. A multiple Grammy winner, he sought a new way to promote his latest single.But with services like Spotify, YouTube, and Grooveshark, music is accessible anytime, anywhere—so a lot of the anticipation with the release of a new single has been lost. We decided to release his new single as just one copy. Only one person could listen to the song at a time, before the next listener in line.Since launch, thousands have lined up to hear the One Copy Song, and Tensta gained 50% more followers on his fan page.
Outcome
Adam Tensta is Sweden’s biggest hip-hop artist. A multiple Grammy winner, he sought a new way to promote his latest single.But with services like Spotify, YouTube, and Grooveshark, music is accessible anytime, anywhere—so a lot of the anticipation with the release of a new single has been lost. We decided to release his new single as just one copy. Only one person could listen to the song at a time, before the next listener in line.Since launch, thousands have lined up to hear the One Copy Song, and Tensta gained 50% more followers on his fan page.
Strategy
Adam Tensta is Sweden’s biggest hip-hop artist. A multiple Grammy winner, he sought a new way to promote his latest single.But with services like Spotify, YouTube, and Grooveshark, music is accessible anytime, anywhere—so a lot of the anticipation with the release of a new single has been lost. We decided to release his new single as just one copy. Only one person could listen to the song at a time, before the next listener in line.Since launch, thousands have lined up to hear the One Copy Song, and Tensta gained 50% more followers on his fan page.
TheSituation
Adam Tensta is Sweden’s biggest hip-hop artist. A multiple Grammy winner, he sought a new way to promote his latest single.But with services like Spotify, YouTube, and Grooveshark, music is accessible anytime, anywhere—so a lot of the anticipation with the release of a new single has been lost. We decided to release his new single as just one copy. Only one person could listen to the song at a time, before the next listener in line.Since launch, thousands have lined up to hear the One Copy Song, and Tensta gained 50% more followers on his fan page.
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