Pitchfork   The Dissolve   Festivals: Chicago | Paris

Kantor Records, a German record label, couldn't get music supervisors to pay attention to its music. They quickly realized the problem might lie in the format they were sending. The label replaced the thousands of ignored promo CDs with a package they called "The Office Turntable," which included a bright orange vinyl LP and a special QR code that lets the user hear the music directly from a smartphone. While the device is meant as a foot in the door for the label, the QR codes offered some positive analytics: 71% of the turntables Kantor sent out were activated.