Columbia Records came up with RussPerMinute to launch the debut album of rapper Russ

Nowadays everyone has a personal brand that encompasses their various likes and interests, and that’s no different for genre-bending celebrities across a whole spectrum of disciplines who market their materials through clever multimedia strategies. Stephen Curry launched a virtual reality experience to build hype for the release of one of his shoes, Jessica Alba moved from acting to building a billion-dollar business empire, and Kim Kardashian has her own set of emoji’s, among many other ventures. Now, a new rapper to hit the scene named Russ, alongside his label Columbia Records and creative agency BBDO New York, is celebrating his release of over 250 songs by launching RussPerMinute, a mobile-only website that reads your heart rate and plays a song that matches your BPM.

With a SoundCloud that just turned two years old, together with his 200 million impressions, it's clear that Russ has been putting in the work. Metaphorically, the campaign is a way for the new school rapper to thank his growing audience for its support by making songs for the heart, from his to theirs. By telling users to ‘just trust,’ and to ‘hold your phone to your heart like a real fan,’ the platform dispels skepticism and delivers on its promise – try using it yourself between sessions of cardio to test it out.

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RussPerMinute works by collecting data on micro-fluctuations in the phone’s accelerometers, similar to how Apple Watch-wearers are capable of sending their heartbeats to one another. The data generated by the accelerometer then gets passed through a smoothing function that identifies time between peak values to accurately determine your BPM. Here’s one of his slower tempo songs for you to get a sense of what he’s about:

RussPerMinute

Nowadays everyone has a personal brand that encompasses their various likes and interests, and that’s no different for genre-bending celebrities across a whole spectrum of disciplines who market their materials through clever multimedia strategies. Stephen Curry launched a virtual reality experience to build hype for the release of one of his shoes, Jessica Alba moved from acting to building a billion-dollar business empire, and Kim Kardashian has her own set of emoji’s, among many other ventures. Now, a new rapper to hit the scene named Russ, alongside his label Columbia Records and creative agency BBDO New York, is celebrating his release of over 250 songs by launching RussPerMinute, a mobile-only website that reads your heart rate and plays a song that matches your BPM.