Ed Sheeran to Celebrate New Album with Exclusive TikTok LIVE Show from New York

Ed Sheeran is set to mark the release of his eighth studio album, Play, with an exclusive live-streamed performance on TikTok this Saturday.

The event, which will be filmed in New York City, comes just one day after Play is officially released via Gingerbread Man Records and Atlantic Records under licence to Warner Music.

The British singer-songwriter will perform in front of an intimate audience of superfans, with the show streamed globally via TikTok LIVE on both his official account (@edsheeran) and TikTok’s main channel (@tiktok) from 18:20 ET (23:20 BST).

Sheeran, 34, said he was “very happy” to share the moment with fans worldwide. “I’ll be playing lots of new tracks from Play on the night,” he said. “I’m looking forward to getting back to New York – a city I love – to play this show with TikTok. See you on the 13th x.”

To coincide with the event, TikTok will launch a new in-app feature – The Play Album Experience – from Friday (13 September), offering users exclusive content, digital rewards, and interactive tasks related to the album.

Fans will be encouraged to engage by completing challenges such as following Sheeran’s TikTok account, saving his music to streaming apps, or posting using the hashtag #EdSheeran. In return, users can unlock a limited-edition profile frame and access bonus content.

An additional incentive will be available: if 100,000 users use the platform’s ‘Add to Music App’ feature to save one of Sheeran’s tracks, a special video message from the artist will be unlocked for global viewing.

Play follows Sheeran’s 2023 album Autumn Variations, and has already seen the release of four singles: Azizam, Old Phone, Sapphire, and A Little More.

Toyin Mustapha, TikTok’s Head of Music Partnerships for the UK, Ireland & SSA, said the platform was proud to partner with Sheeran for the project. “Ed’s songs have soundtracked millions of TikTok moments around the world,” she said. “This event is all about bringing that energy to life with some of his biggest fans, as well as millions more watching live globally.”

“It’s a chance for our community to connect with the music they love, together with the artist who created it.”

Fans can access the live show by visiting TikTok on Saturday evening, or by searching “Ed Sheeran” in the app starting Friday for the full album experience.