Like a Rolling Phone

When Bob Dylan famously whipped out an electric guitar at Newport Folk Festival in 1965, he was met with booing from the crowd, but it's probably fair to say that history was on his side. Well, he might be 71 years old, but Dylan knows that in 2012 the times they are a-changin' once more – and he seems intent on keeping up.

Ahead of the release of Dylan's 35th studio album, Tempest, Columbia Records has partnered with marketing agency CNNCTD+ to run a location-based campaign, which enables consumers to stream tracks off the album at 100 spots around the world, where the Tempest artwork has been stencilled on the street. The SoundGraffiti app, triggered by the user's location, plays the stream as long as the user stays in the vicinity, and links them to an online music store where they can pre-order the album.

It's a novel way of building pre-release excitement, but will it catch on? The answer, my friend, is blowin' in the wind.

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