TikTok has announced a major partnership with electronic music producer Alan Walker, launching just days before the app's potential forced-sale deadline in the United States. The collaboration coincides with Walker's fifth album release, Walkerworld 2.0, which is being distributed through TikTok's SoundOn platform.

The comprehensive marketing campaign includes:

• An exclusive in-app experience
• Special livestream events
• Exclusive artist videos
• Video creation challenges with prizes
• Tour date access and discounts
• U.S.-exclusive merchandise through TikTok Shop

Nichal Sethi, head of SoundOn Europe, Middle East, and Africa, stated: "We are incredibly excited to launch this groundbreaking campaign with Alan, an artist who truly understands the power of TikTok to build his career and engage with the global community."

Walker, who boasts 26.75 million monthly Spotify listeners, commented on the partnership: "TikTok is where creations meet and this resonates with the space that I have been creating with Walkerworld – creativity is a way of self-expression and it should be borderless."

The campaign has already shown promising results, with Walker's TikTok following growing from 12.8 million to 13.3 million followers within days of the announcement. The partnership's launch amid TikTok's uncertain future in the U.S. market raises questions about potential impacts on SoundOn's operations and artist collaborations moving forward.

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