To mark the release of his eighth studio album Play, Ed Sheeran has announced a special partnership with TikTok that includes an exclusive live-streamed performance.
The concert will take place in New York City on Saturday, September 13, one day after Play arrives through Gingerbread Man Records and Atlantic Records under license to Warner Music. It follows his 2023 release Autumn Variations.
The new album has already been supported by four singles: Azizam, Old Phone, Sapphire, and A Little More. Sheeran’s TikTok LIVE performance will feature songs from Play, performed in front of an audience of fans. For viewers worldwide, the show will be broadcast on TikTok LIVE via @edsheeran and @tiktok, starting at 6:20 p.m. ET on September 13.
In addition to the live show, TikTok is launching The Play Album Experience, an in-app feature starting Friday, September 12. Fans will be able to access exclusive Sheeran content, unlock digital rewards, and explore the album further. The experience will include interactive challenges such as following @edsheeran, saving his music to a streaming service, or posting with the #EdSheeran hashtag to unlock a custom Play profile frame.
TikTok has also added an incentive for fans: an exclusive video from Sheeran will be unlocked if 100,000 people use the platform’s ‘Add to Music App’ feature to save his track to their preferred streaming service.
Toyin Mustapha, TikTok’s Head of Music Partnerships in the UK, Ireland & SSA, said the partnership reflects the platform’s commitment to connecting artists and fans:
“Ed’s 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.”
TikTok’s Add to Music App feature has become central to its music strategy since its launch in the US and UK in November 2023. The feature has already contributed to billions of streams and more than a billion track saves, according to TikTok’s Music Impact Report.
The campaign for Play continues TikTok’s ongoing collaborations with artists around major releases, following similar projects with Taylor Swift, Jin of BTS, Damiano David of Måneskin, Post Malone, and Coldplay.
