The campaign around Swedish rapper Adam Tensta’s song “Pass It On” won two awards during the publicity competition One Show Entertainment in Los Angeles. The creators of the campaign, the Scandinavian duo Rasmus Keger and Morten Halvorsen, together with designer Rasmus Wängelin, took two “golden pencils” on the American PR agency R/GA’s behalf. The campaign, titled “One Copy Song,” meant that only one person at a time could listen to Tensta’s song on his Facebook page, and then pass it along to someone else.
“I’ve always had my eyes open for new and interesting ways to bring about the experience of music,” says Tensta in a press release. “When Rasmus Wängelin introduced me to the idea behind ‘One Copy Song,’ I fell for it right away.” The campaign won first prize in the categories “Branded Applications” and “Music.” The jury was made up of representatives from PR agencies and the entertainment business, and included people from NBC TV and the record company Interscope Records. “It’s very nice to get the possibility to show our idea for heavy names in the entertainment and music industry,” says Morten Halvorsen. “Music is something we care deeply about. We are very pleased.” Tensta took home a Swedish Grammy award in 2008, for Best Hip Hop Album.

Listen to samples of Adam Tensta's sound at Adam Tensta on Myspace