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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?
That’s what Columbia Records did to launch Russ, a new rapper, in collaboration with BBDO New York. When you access RussPerMinute.com via your mobile device, you’re prompted to hold the phone to your heart. The site then reads your beats per minute and kicks off a Russ song that matches it.