Ed Sheeran and TikTok are teaming up for a global livestream of his new album launch. Find out what’s planned for fans everywhere.

TikTok has secured the exclusive livestream rights to Ed Sheeran’s upcoming superfan concert in New York, giving fans around the world a front-row seat to one of the year’s most anticipated album launches. The show, set for Saturday, September 13, comes just one day after the release of Sheeran’s eighth studio album, Play, and will be broadcast live on both his own TikTok account and the platform’s official @tiktok channel.

The performance will include Sheeran debuting songs from the new record alongside his hits, for fans in the venue and viewers tuning in globally. The livestream is scheduled to begin at 6:20 PM ET, allowing fans everywhere to share in the excitement of the launch.

As well as the performance, TikTok is rolling out an immersive digital hub called The Play Album Experience, which will go live in the app on September 12. By searching “Ed Sheeran” on TikTok, users will find a space dedicated to exclusive content around the new record, including custom profile frames, interactive tasks, trending fan-made videos, and behind-the-scenes clips. Fans are also being encouraged to save Sheeran’s new tracks through TikTok’s “Add to Music App” feature, post their own creations under the hashtag #EdSheeran, and engage with the campaign’s interactive challenges. If the community collectively reaches 100,000 track saves, they will unlock an unreleased video from Sheeran himself.

TikTok has also promised surprise in-app effects tied to Sheeran’s music, further blurring the lines between digital interaction and traditional music promotion. For the platform, this is another opportunity to prove the power of its ecosystem in driving album launches and creating participatory fan experiences, rather than simply serving as a promotional channel.

Toyin Mustapha, TikTok’s Head of Music Partnerships for the UK, Ireland and Sub-Saharan Africa, said the collaboration was a natural fit given Sheeran’s long history with the app. His songs have been the soundtrack to millions of videos on the platform, and this campaign, she explained, is about turning that energy into a shared live moment.With Play marking a new chapter in Sheeran’s career, TikTok’s exclusive involvement ensures the release will resonate not only in New York’s live setting but also across a vast, engaged digital community.

Distribute your music for FREE with RouteNote!