Taylor Swift And TikTok Rock Out With New Interactive Fan Experience

Taylor Swift and TikTok have recently expanded their collaboration following a brief hiatus earlier this year when her music was temporarily unavailable on the platform due to a licensing dispute with Universal Music Group NV (OTC:UMGNF).

The new initiative celebrates Swift’s record-breaking The Eras Tour and represents TikTok’s longest-running interactive artist experience to date, according to Music Business Worldwide.

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The partnership includes an in-app experience centered around Swift’s latest album, The Tortured Poets Department (TTPD).

As per TikTok, this provides fans with unique features such as themed playlists and challenges to unlock exclusive artwork. Since its launch on April 19, over 3.2 million creator videos have utilized the #thetorturedpoetsdepartment hashtag, showcasing high fan engagement.

The latest update coincides with Swift’s ongoing tour, offering fans opportunities to win album-branded profile frames and digital friendship beads by completing themed tasks over 11 weeks. Completing all tasks rewards fans with a special profile frame, enhancing their Swiftie status on the platform.

“TikTok continues to support artists at all points in their journey and serves as the premier platform for artists to promote their music and engage with global fans on and off tour,” TikTok said.

The collaboration underscores TikTok’s commitment to artists amidst negotiations with UMG earlier this year, which temporarily removed UMG’s music catalog from the platform.

The dispute, centered on fair compensation and AI-related concerns, was eventually resolved with a new agreement benefiting UMG’s songwriters and artists.

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