TikTok Presents Ed Sheeran’s ‘Play,’ Live From New York

Photo Credit: TikTok

TikTok will host an exclusive live performance by Ed Sheeran, with an in-app experience coinciding with the release of his latest album, Play.

TikTok has announced a partnership with Ed Sheeran to host an exclusive live streaming performance to be filmed in front of a live audience of his superfans in New York City. The exclusive event celebrates the release of his forthcoming album, Play.

Taking place on September 13, the event offers fans a rare opportunity to see Ed Sheeran perform tracks from his brand-new album, out on September 12, along with some of his biggest hits.

The artist has posted on TikTok to give his biggest fans in New York City a chance to attend the event. But those not lucky enough to be there in person will be able to watch on TikTok Live from @edsheeran and @tiktok, starting at 6:20 PM ET on Saturday, September 13.

“I’m looking forward to getting back to New York—a city I love—to play this show with TikTok,” said Ed Sheeran. “I’ll be playing lots of new tracks from Play on the night, and I’m very happy that I get to mark the release of the new album with my fans across the world. See you on the 13th.”

In celebration of the launch of Sheeran’s newest album, TikTok will also be launching an exclusive in-app experience, The Play Album Experience—which launches on September 12. Fans can find exclusive Ed Sheeran content, unlock digital rewards, and deep dive into the album itself.

“We couldn’t 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,” said Toyin Mustapha, TikTok’s Head of Music Partnerships in the UK, Ireland & SSA.

“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. It’s a chance for our community to connect with the music they love, together with the artist who created it.”

The campaign includes:

Play Profile frame: Fans can complete a series of simple in-app tasks, like following @edsheeran, saving his music to a music streaming service, or posting a video using #EdSheeran to unlock an exclusive Play profile frame.

Trending videos: The experience will highlight the exclusive content from Ed, top fan creations, and posts from his collaborators, taking users #BehindTheSong.

TikTok community challenge: Ed Sheeran fans on TikTok can work together to unlock an exclusive video of Ed by using the ‘Add to Music App’ feature to save tracks from Play to their favorite music streaming service. Once they have unlocked 100,000 track saves, the video will be unlocked.

Surprise effects: Fans who search for “Ed Sheeran” on TikTok will unlock special surprise effects.

To access The Play Album Experience, simply search “Ed Sheeran” on TikTok starting on September 12.