TikTok and Rauw Alejandro have officially launched a collaboration centered on the artist’s 18-track album Cosa Nuestra. This initiative offers an in-depth in-app experience, featuring elements such as interactive challenges, animated album art, a themed profile frame, and a direct push to save the album on streaming platforms like Spotify.
Additionally, the campaign includes an exclusive live concert alongside a special livestream, creating opportunities for fans to engage with the album in real-time. The partnership extends to merchandise available via Rauw Alejandro’s TikTok Shop, including a platform-exclusive t-shirt and a vinyl edition of Cosa Nuestra.
With 16.3 million TikTok followers and 46.43 million monthly listeners on Spotify, Alejandro views TikTok as an effective way to connect with fans. In a statement, he expressed pride in being the first Latin artist to lead such a campaign, emphasizing the creative and interactive communication the platform offers.
While TikTok continues to grow as a music-promotion tool, it faces challenges such as regulatory scrutiny in the U.S. and other countries, competition from platforms like Reels and Shorts, and ongoing negotiations with independent music collectives. Despite these obstacles, ByteDance, TikTok’s parent company, remains a significant player in the industry, with a reported valuation of $300 billion.
