Adam Tensta: Pass it On

R/GA took an unusual, piecemeal approach to promoting a new track from Swedish rapper Adam Tensta. The agency created the One Copy Song Facebook app that plays Tensta's new track "Pass It On," to only one listener at a time, promising each fan a truly exclusive experience. The app allows fans to "get in line" to listen to the track and "take cuts" by listening to or sharing other content from the artist through Spotify, Twitter or YouTube. R/GA is further developing the app to be used by any artist, with full launch planned by the summer.