The promo juggernaut for Ed Sheeran’s new album ‘Play’ is up and rolling, with TikTok set to play its part.
Sheeran will be livestreaming a performance on TikTok on 13 September, the day after the album comes out. Fans in New York, where the performance will be broadcast from, will be able to win tickets to attend, while others will be able to watch on Sheeran and TikTok’s profiles.
TikTok is also launching an in-app hub for ‘Play’ on release-day, including a challenge driven by its ‘Add to Music App’ feature. If fans can collectively rack up more than 100k saves of ‘Play’ tracks to their streaming services, an exclusive video will be unlocked.
Sheeran has 18.1 million followers on TikTok, and this month won’t be his first TikTok Live rodeo. In 2021 he livestreamed a performance on the app, attracting 5.5 million viewers over the live broadcast and its two replays. He will surely trounce that figure this time round.
‘ The preceding article may include information circulated by third parties ’
‘ Some details of this article were extracted from the following source musically.com ’
![[CREDIT: WP Composite] Warwick Weekend events this week include music in Conimicut, Christmas in July and a new art exhibit, among other attractions.](https://celebrity.land/en/wp-content/uploads/2026/07/Warwick-Weekend-Events-July-23-Music-Art-Skate-350x250.jpg)
