Image Credit: TikTok

A recent livestream gig by Ed Sheeran on TikTok in which he premiered “Bad Habits” was the most-watched artist performance on TikTok ever.

Ed Sheeran scored over 5.5 million views for his TikTok livestream comeback gig for UEFA Euro 2020.

The record-breaking views came from the TikTok livestream and two replays of a performance that included the live premiere of Sheeran’s new song “Bad Habits,” his first release since 2019. The virtual concert was streamed on Sheeran’s TikTok to his 5.6 million followers.

The event, which was streamed from Ipswich Town’s Portman Road stadium as part of UEFA Euro 2020, utilised augmented reality with staging designed for vertical video shooting to fit the TikTok layout. Since the “Bad Habits” campaign began there have have been over 150 million views of Sheeran’s comeback TikToks.

Paul Hourican, TikTok’s head of music operations in the UK, said: “The TikTok UEFA 2020 show was an incredible moment for our community around the world and a watershed moment for live music streaming. Alongside the numbers, Ed’s unmissable live show has creatively raised the bar as to what is possible within the the live streaming format and demonstrated the scale and ambition TikTok can deliver for artists.”

TikTok has become the must-be place for artists looking to promote their music and brand and find eager new fans. 80% of users say they use the platform to discover new music. TikTok’s absorbing app design, offering instant gratification, means that artists can connect and interact with their fans in a more organic way than other social media platforms like Facebook.

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