Ed Sheeran has broken the record for the biggest ever LIVE music performance on TikTok with over 5.5 million unique viewers watching the show across the live stream last Friday, June 25th and two replays on Saturday, June 26th.

The groundbreaking performance was conceived and filmed specifically for the TikTok audience. The show also included the live premiere of his new single ‘Bad Habits’, following an exclusive preview on TikTok the week before, which let fans create videos using a clip of the song. With over 400,000 creations using the sound since launch, it is now the biggest global song preview on TikTok, setting yet another record.

It has become the most-viewed artist performance in TikTok history.

We are not surprised that the company with such an incredible profit last year (link blog 8 https://docs.google.com/document/d/1lK3BEeMA6oGB3UA_NIULOcspqR4D-WlF26wnICzhWAg/edit)  is also starting to break records of this kind.

Given that it is one of the most downloaded and used apps in the world, surpassing other social networks in the amount of time people spend on them. (blog 36 https://docs.google.com/document/d/1Ne6_yp78Qi_vvw45gY1Dk_renR9VrQHB0fl2wM0-w1I/edit#heading=h.k2sd0u87bxrg)

It’s interesting how Pandemic has allowed us to tap into the creativity of teams to create increasingly valuable content for fans and followers. We’d love to see how other artists take advantage of this format to reach their fans!

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