Miley Cyrus Partners with TikTok for Something Beautiful Album Launch
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Miley Cyrus has teamed up with TikTok to launch an ambitious promotional campaign in support of her new album, Something Beautiful, which was officially released on 30 May.
Cyrus, who rose to fame through her role on Disney’s Hannah Montana, has consistently reinvented her musical style. Something Beautiful has been commended by critics as a continuation of her artistic maturity, blending pop, rock, and the authentic ballads many Smilers – Miley fans – know and love.
The partnership marks the latest in a growing trend of major music artists turning to social platforms to reach audiences in fresh and engaging ways. TikTok*, owned by Chinese tech giant ByteDance, has become a major player in music promotion, particularly among younger demographics.
As part of the campaign, TikTok hosted an exclusive listening event at the iconic Chateau Marmont in Los Angeles on 27 May. A hand-picked group of fans, many of whom had engaged with Cyrus’s content on the app, were invited to the surprise gathering. The singer performed several tracks from the new album, including End of the World, More to Lose, Easy Lover, and her chart-topping 2023 single Flowers.
In an emotional moment, Cyrus also sang The Climb, her 2009 Hannah Montana hit that has since become a fan favourite and a symbol of her career evolution.
Immersive digital experience
Coinciding with the album’s release, TikTok launched a dedicated in-app experience designed to deepen fan engagement. The interactive hub offers exclusive content, such as behind-the-scenes footage of Cyrus preparing for the album and a closer look at her fashion choices. Fans can also take part in challenges and unlock limited-edition profile frames inspired by the album’s aesthetic.
The campaign builds on the success of Cyrus’s previous TikTok presence, particularly the viral success of Flowers, which has featured in more than 5.8 million user-generated videos on the platform. Her 2023 “Used to Be Young” series, where she reflected on different stages of her life and career, also gained significant traction.
A growing focus on artist partnerships
TikTok’s collaboration with Cyrus is the latest example of the platform’s efforts to forge closer ties with the music industry. In recent months, it has hosted similar campaigns for global artists including Billie Eilish, Taylor Swift, BTS member Jin, and Måneskin frontman Damiano David.
The platform also recently introduced TikTok for Artists, a suite of tools designed to help musicians better understand their audience, track engagement, and promote new releases. A spokesperson for TikTok said the company is “committed to helping artists reach global audiences in creative ways,” and praised Cyrus for her “vision and authenticity.”
Cultural impact
With more than 100 million followers on TikTok, Miley Cyrus is among the most influential celebrities on the app. Her collaboration with the platform underscores the shifting dynamics of music promotion in the digital age, where traditional album rollouts are increasingly augmented – or replaced entirely – by viral social media campaigns.
