Columbia Records Launched This New Artist by Matching His Songs Exactly to Your Heartbeat

Living the music with Russ and BBDO

Music is more of an affinity game now than it is about who gets radio time. So, what better way to debut a new artist than to tie his tracks directly to your heart?

@luckthelady Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.