SWEDISH RAPPER RELEASES ONLY ONE COPY OF MP3 SINGLE
Breaking the open availability model, ‘Pass It On’ by Adam Tensta can only be heard by one person at a time through the musician’s Facebook page.
The rapper’s single requires fans to visit his Facebook page and install the passiton app, after which they will be placed in a queue. A message is then sent to the email address linked to the user’s Facebook account when it is their turn to listen to the track, which must be done within one hour of receiving the email. The concept seeks to bring a unique experience to the listener through the exclusivity of being the onlyperson in the world listening to the song at that moment, as well as attempting to recreate the feeling of passing on a physical record. The app allows users to see where in the world the song is currently being played, along with previous locations, and an infographic shows how far it has spread across the globe.
How else could digital products be given a novel twist by taking inspiration from their physical equivalents?