In the small town where I grew up, we had a small public library. Selection was sparse and budgets were tight so if a hot title came in, chance are there was just one copy. If anyone wanted to borrow that book, you had to put your name on a waiting list. Eventually, it would be your turn.
This is the model that Adam Tensta, a Swedish rapper, is using for his single, “Pass It On.” Using a special Facebook app, only one person is able to hear the song at any given time. If you want to hear it, you have to wait in line.
What’s the point? Tensta wants to bring back the feeling of passing around a physical record, just like in the Olden Dayes. He believes there’s something special in sharing a song this way–and he may have a point. This has certainly piqued my interested.
Less than 200 people have had a chance to hear the song so far. Are you curious? (Thanks to Derek at Free-FM in London for the tip.)
PS: While you’re waiting your turn, here are some samples of Adam’s work.