Norwegian Superstar Collaborates with TikTok
Norwegian superstar, DJ and producer Alan Walker has chosen music distribution service SoundOn TikTok to release his highly anticipated fifth studio album, Walkermere 2.0. He has also partnered with TikTok for exclusive in-app experiences and a “first-of-its-kind live streaming experience.”
Exclusive Content for Fans
The partnership is accompanied by TikTok. The campaign will feature exclusive content and interactive experiences for fans around the world, TikTok announced on Friday (January 10).
Walkermere 2.0 combines a list of artists, including Anne Gudrun, Joe Jonas, Daya, Peder Elias, Putri Ariani, Julia Michaels and Wikkstar. The album’s release was celebrated with a special TikTok livestream last Friday, which included performances and discussions with the participating artists.
“We are incredibly excited to launch this innovative campaign with Alan, an artist who truly understands the power of TikTok to build his career and engage with the global community,” said Neechal Sethi, supervisor of SoundOn Europe, the Middle East, and Africa. “Walkermere 2.0 The TikTok and SoundOn campaign includes new exclusive content, prizes, and LIVE experiences that will bring his millions of fans closer than ever to Alan and his music.”
The campaign also includes exclusive products available in the TikTok store, competitions for fans, and special access to Alan Walker’s upcoming tours in North America and Europe. Users can engage with various interactive elements by searching for “alanwalker” in the TikTok app.
The release is further supported by several exclusive TikTok features, including a custom profile frame that fans can unlock through challenges and a special “Fan Spotlight” carousel on Walker’s TikTok page.
Walker showcases 13.3 million TikTok followers as part of his 150 million total social media following. In 2022, Walker partnered with a Swedish fan funding platform, Korit, to bring new experiences to fans using Web3 and blockchain technologies.
SoundOn’s Role in the Music Industry
Launched in March 2022, SoundOn provides artists with promotional tools, audience insights, and expert guidance to maximize the reach of their music. Initially available in the UK, US, Brazil, and Indonesia, the service allows artists to upload their music directly to TikTok.
In November 2024, BIE reported that SoundOn had begun signing artists and competing with labels on the charts. British artist Charlie Geer, signed to SoundOn, recently achieved No. 1 on the Spotify Global Daily Viral chart with his song Her Eyes.
Other artists supported by SoundOn are also making waves on official charts in some of the world’s largest recording markets. LionStayTrill, whose track Pink Lemonade reached No. 56 on the UK Official Singles Chart, was featured on various UK radio stations and entered the Spotify Top 200 charts across several global markets.
As part of SoundOn’s expansion, the TikTok division promoted Josh Mateer to head of UK and European A&R from his previous role as head of UK A&R in October last year. He joined TikTok in 2022 from Warner Music Group, where he spent eight years in various A&R roles, most recently as A&R Manager/Head of R&A.
TikTok’s SoundOn powers global release of Alan Walker’s new album with exclusive in-app experience
