One Copy Song is a Facebook app that allows only one person to listen to a song at a time before passing it to the next person in line – it was created in order to publicise the Adam Tensta (big in Swedish rap, apparently) track, appropriately titled “Pass it on”.
It worked as a Facebook app – you were placed in line to wait for your turn, then you had a set amount of time in which you could listen to it just once, when it then passed onto the next person in line. You could skip up the line by doing various things which promoted Adam – tweeting about it, Facebook updates, listening to his other music on Spotify. Neat idea, with the viral marketing, or ‘growth hacking’ built into the project right from the start – rather than making something and then going ‘right, how do we get people to tweet about this?’.
It also touches on a few other key points for marketing – it creates scarcity, by its very nature, there’s the social currency of being first in line for his fans (like getting the new iPhone first) and in order to get further up the scale, you publicise him, which creates lots more publicity for him, and keeps the concept public – if other people are doing this, maybe you should too.
And it just makes things a bit more special too, for fans of his. It’s not the future of music marketing, by any means – but it was a great little campaign.