Ed Sheeran to Host Exclusive Live Performance on TikTok This Weekend
Ed Sheeran will stage an exclusive live performance on TikTok this weekend,the platform announced today. The performance will be streamed globally,offering fans worldwide direct access to the artist.
This event arrives as TikTok solidifies its position as a crucial platform for artist engagement and music finding. The ByteDance-owned platform launched its “Add to Music App” feature in the US and UK in November 2023, and has since expanded its availability to numerous countries, integrating with various streaming services. TikTok’s Global head of Music Business Progress, Tracy Gardner, stated in July that the feature has already driven ”billions of streams” to partner platforms. A February Music Impact Report from TikTok revealed over a billion track saves generated through the feature as of that time.
TikTok has increasingly become a hub for album release campaigns, previously hosting in-app experiences for artists including Taylor Swift, Jin of BTS, Damiano David of Måneskin, Post Malone, and Coldplay. This live performance with Sheeran further demonstrates TikTok’s commitment to fostering direct connections between artists and their audiences. Details regarding the exact time and format of the performance will be released via TikTok in the coming days.
