NEWS
TikTok unveils interactive Taylor Swift feature ahead of London Eras Tour shows
TikTok is strengthening its relationship with pop star Taylor Swift by unveiling a first-of-its-kind, interactive experience to highlight Swift’s titanic Eras Tour.
The launch of #TSTheErasTour allows fans to win album-branded profile frames correlating to each of the star’s albums, collect digital friendship beads to construct a TikTok friendship bracelet, watch video highlights from each concert and listen to custom playlists
“There is perhaps no better example of an artist today who has a deep connection with their global fanbase than Taylor Swift,” said Ole Obermann, the global head of music business development at TikTok via e-mail. “We wanted to create an interactive in-app artist experience which would truly celebrate and share the joy of her live shows.”
The move shows there is no bad blood between the global star and app following a rocky start to the year between Swift’s label Universal Music Group (UMG) and ByteDance, the company that owns TikTok.
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