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Taylor Swift‘s latest album, “The Tortured Poets Department,” has joined forces with ByteDance’s TikTok.
This marks a significant turnaround after Swift’s music was absent from the platform due to a dispute between Universal Music Group NV (OTC:UMGNF) and the popular social media platform.
According to Music Business Worldwide, the TikTok experience for Swift’s album offers fans exclusive features like curated playlists, interactive challenges, and unlockable artwork, providing an engaging way for fans to dive into the music.
This collaboration is a smart move. Swift has a massive following on TikTok, with over 25.3 million fans since joining in 2021. It shows how powerful platforms like TikTok can be for artists, especially when combined with Swift’s dedicated fan base.
Plus, the partnership highlights TikTok’s ‘Add to Music App’ feature, which lets users save songs for later listening on platforms like Spotify Technology SA (NYSE:SPOT) and Apple Music, making the album even more accessible.
This feature, introduced back in November, expanded to 163 more countries in February and recently reached Brazil and Indonesia, where TikTok Music competes with Spotify.
On April 18, Swift’s new album became the most pre-saved album ever on Spotify. Fans who pre-save albums get push notifications when they drop, and Spotify automatically adds the album to their library.
It’s worth noting that the digital music platform says nearly 70% of pre-savers listen to the album in its first week.
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Image created using photos from Shutterstock.
