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To celebrate the upcoming release of his new album, Play, <\/i>singer-songwriter Ed Sheeran has partnered with TikTok to host an exclusive LIVE streaming performance.<\/p>\n
The performance will be filmed in New York City on Saturday (September 13), a day after the artist\u2019s eighth studio album drops. The album will be released through his record label Gingerbread Man Records<\/b> and Atlantic Records<\/a><\/b> under license to Warner Music<\/a><\/b>.<\/p>\n It follows his seventh studio album, Autumn Variations, <\/i>which was released in September 2023 via Gingerbread Man Records<\/b>.<\/p>\n Play <\/i>was supported by four singles, which already dropped: Azizam, Old Phone, Sapphire <\/i>and A Little More.<\/i> The TikTok LIVE<\/b> campaign will see Sheeran performing in front of an audience of his superfans in New York. For those unable to watch live, the whole performance will be streamed on TikTok LIVE from @edsheeran<\/b><\/a> and @tiktok<\/b><\/a>, starting at 6.20pm ET on Saturday.<\/p>\n \u201cI\u2019ll be playing lots of new tracks from Play on the night, and I\u2019m very happy that I get to mark the release of the new album with my fans across the world.\u201d<\/p>\n Ed Sheeran<\/span><\/p>\n<\/blockquote>\n Ed Sheeran said: \u201cI\u2019m looking forward to getting back to New York \u2013 a city I love \u2013 to play this show with TikTok. I\u2019ll be playing lots of new tracks from Play on the night, and I\u2019m very happy that I get to mark the release of the new album with my fans across the world. See you on the 13th x\u201d<\/p>\n In addition to the TikTok LIVE performance, the platform will also launch an exclusive in-app experience for the new album called The Play Album Experience<\/i><\/b>, <\/i>which will from Friday (September 12) let fans find exclusive Ed Sheeran content, unlock digital rewards, and explore the album.<\/p>\n TikTok users can complete a series of in-app tasks like following @edsheeran<\/a>, saving his music to a music streaming app or posting a video with the #EdSheeran<\/b> hashtag to get an exclusive Play <\/i>profile frame.<\/p>\n Fans can access the experience by simply searching \u201cEd Sheeran\u201d on TikTok from Friday.<\/p>\n \u201cEd\u2019s songs have soundtracked millions of TikTok moments around the world, and this event is all about bringing that energy to life with some of his biggest fans, as well as millions more watching LIVE globally.\u201d<\/p>\n Toyin Mustapha<\/b>, TikTok<\/span><\/p>\n<\/blockquote>\n Toyin Mustapha<\/b>, TikTok\u2019s Head of Music Partnerships in the UK, Ireland & SSA, said: \u201cWe couldn\u2019t be more excited to partner with Ed Sheeran to celebrate the release of his latest album, Play, with this very special performance in New York.\u201d<\/p>\n \u201cEd\u2019s songs have soundtracked millions of TikTok moments around the world, and this event is all about bringing that energy to life with some of his biggest fans, as well as millions more watching LIVE globally. It\u2019s a chance for our community to connect with the music they love, together with the artist who created it.\u201d<\/p>\n An exclusive video of Ed Sheeran will also be available for fans to view, but only if 100,000<\/b> fans use the \u2018Add to Music App\u2019 <\/b>feature to save the track to their preferred music streaming app.<\/p>\n This comes as TikTok continues to promote the new feature after launching<\/a> it in the US and UK in November 2023. The ByteDance<\/a>-owned platform has rapidly expanded both the\u00a0countries where the feature is available<\/a>\u00a0and the platforms integrated with it.<\/p>\n In July, Tracy<\/b> Gardner<\/b>, TikTok\u2019s Global Head of Music Business Development, said<\/a> the \u2018Add to Music App\u2019 feature has fueled \u201cbillions of streams\u201d on music streaming services.<\/p>\n Gardner\u2019s statement backs TikTok\u2019s Music Impact Report <\/i>released<\/a> in February, in which the company said the new feature had already resulted in a billion<\/b> track<\/b> saves<\/b> as of that time.<\/p>\n The Play Album Experience<\/i> arrives as TikTok continues to serve as a platform for artist campaigns supporting album releases. The platform had previously hosted similar campaigns for artists including\u00a0 <\/span>Taylor Swift<\/a>, Jin <\/a><\/b>of BTS, Damiano David <\/a><\/b>of M\u00e5neskin, Post Malone <\/a><\/b>and Coldplay<\/a>.<\/b><\/p>\n Music Business Worldwide<\/span><\/p>\n<\/div>\n\n
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