iHeartMedia and TikTok are highlighting a recent collaboration as a blueprint for debuting material from major artists.
In February, the two companies partnered with Atlantic Records to launch “Romantic Radio with Bruno Mars: An iHeartRadio Album Preview.”
Marking Mars’ first solo album release in a decade, the event was streamed live on TikTok and promoted across approximately 270 iHeartRadio stations. According to a release, 145 of those stations broadcast the launch event live.
The event resulted in approximately 36 million likes on TikTok and the highest viewership for a live album release within the last year.
“The iHeartMedia–TikTok album release format signals a broader shift: from passive distribution to an interactive cultural moment that delivered deeper engagement and set record-breaking results,” said Tom Poleman, chief programming officer for iHeartMedia.
“The Romantic” became Mars’ first album to debut at No. 1 on the Billboard 200.
Leading up to the release of his album “The Romantic,” Mars invited fans to submit love stories via TikTok and the iHeartRadio app’s Talkback feature for a chance to receive personal song dedications and advice. During the show, Mars debuted all nine songs from the album and also announced the release of a music video for “Risk It All,” the first track on the album.
iHeartMedia said that it extended the debut into a “multiweek celebration” across its stations.
The new album release follows the November announcement of a partnership between the two media outlets.
iHeartMedia and TikTok followed up earlier this month with the announcement of “TikTok Radio from iHeart,” which is heard on the iHeartRadio app and approximately 28 of iHeartRadio’s stations.
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