PR > Sectors & Services
ONE COPY SONG
R/GA, New York / ADAM TENSTA / 2012
Awards:
Overview
Credits
Overview
BriefExplanation
Free music for the masses has become the norm. When a new track drops, you head to YouTube, Spotify, Grooveshark or SoundCloud to take a first listen, along with thousands of others. But we thought what if there were only one copy of the song and listening to it was a singular, exclusive experience? With One Copy Song, it is.When Swedish hip hop artist Adam Tensta wanted to release his new track, aptly named “Pass It On,” he approached us. One Copy Song was born, a Facebook app that recreates the feeling of listening to an exclusive release—giving just one fan the chance to listen to it at a time. Fans get in line, and when they reach the front, they listen to the song once and then pass it on to the next person in line. But waiting in line is a drag, so they could jump ahead by sharing Adam’s content through YouTube, Spotify, and Twitter. Facebook functionality made it easy to create the queue as well as share content amongst friends.To date, “Pass It On” has traveled to over 40 countries, more places than Adam’s been himself. His Facebook fan base has grown by 20 times since One Copy Song debuted. Due to One Copy Song’s success, other artists are now using the app to release their music.
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
When Swedish hip hop artist Adam Tensta wanted to release his new track, aptly named “Pass It On,” he approached us. One Copy Song was born, a Facebook app that recreates the feeling of listening to an exclusive release—giving just one fan the chance to listen to it at a time. Fans get in line, and when they reach the front, they listen to the song once and then pass it on to the next person in line. But waiting in line is a drag, so they could jump ahead by sharing Adam’s content through YouTube, Spotify, and Twitter. Facebook functionality made it easy to create the queue as well as share content amongst friends.
Outcome
To date, “Pass It On” has traveled to over 40 countries, more places than Adam’s been himself. His Facebook fan base has grown by 20 times since One Copy Song debuted. Due to One Copy Song’s success, other artists are now using the app to release their music.
Strategy
But we thought what if there were only one copy of the song and listening to it was a singular, exclusive experience? With One Copy Song, it is.
TheSituation
Free music for the masses has become the norm. When a new track drops, you head to YouTube, Spotify, Grooveshark or SoundCloud to take a first listen, along with thousands of others.
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