To launch 'Russ' as a new artist, Columbia Records created a website called 'Russ Per Minute' that matches a Russ song to one's heartbeat.
When one visits the Russ Per Minute website via a mobile device, a user will be prompted to hold their phone close to their heart. Once this action is completed, the site is able to pick up on a person's heartbeats per minute and find a Russ song that has roughly the same beats per minute. For instance, when the technology detects a low number of beats per minute, it will play a slow jam. The opposite of this is true if a high heart rate is detected, and Russ Per Minute will then suggest a high-energy, upbeat track from Russ.