#Selfie matrix

#SELFIE-AWARENESS: As Dim Mak/Republic's The Chainsmokers continue to roll with their playful EDM ditty "#Selfie," which is currently #7 on the iTunes singles chart and exploding at Pop radio, Shazam and even our latest Airhead, it's worth revisiting the inventive social-media campaign that helped put the song on the map. Co-manager Oliver Luckett used a technique known as "matrix publishing"—in this case, including selfies of online influencers in the song's video, so that those influencers would be compelled to share the clip with their large user bases—to grow the song's impressions exponentially. Read more about the early campaign here. (3/11a)