ByteDance-owned TikTok launched a marketing campaign for Miley Cyrus’ ninth studio album, Something Beautiful, featuring an exclusive in-app experience and private listening party.
The short-form video platform, whose presence in the US still hangs in the balance, hosted an invite-only event at Chateau Marmont in Los Angeles on Tuesday (May 27), where she performed tracks from her new album.
These include End of The World, More to Lose, Easy Lover, and her hit Flowers. She also performed her 2009 song The Climb. The event brought together fans Cyrus had discovered through TikTok content, although attendees were unaware they would witness a live performance.
In addition to the physical event, Miley Cyrus’ campaign in partnership with TikTok deployed an in-app experience that coincided with the album’s release on Friday (May 30).
It incorporated exclusive video content and what TikTok describes as “a first-of-its-kind fashion section.”
TikTok said in a blog post on Thursday (May 29): “Fans can go behind the scenes as Miley reveals the stories and inspirations behind her most iconic album looks. From bold statement pieces to personal touches, see how fashion becomes a form of storytelling in Something Beautiful.”
The partnership comes as Cyrus continues to grow her audience on TikTok, where her track Flowers has amassed over 5.8 million user-created videos.
Her 2023 series Used to be Young on the platform featured 42 episodes documenting her career from childhood through recent years, covering her relationships and records in her own commentary.
The campaign marks TikTok’s latest among its artist partnerships throughout May. The platform executed similar promotional strategies for Jin of BTS, Damiano David of Måneskin, and a posthumous Avicii release. Earlier collaborations included campaigns with Tate McRae, Lady Gaga, Selena Gomez & Benny Blanco, Billie Eilish, Rauw Alejandro, Post Malone, Sabrina Carpenter, Coldplay and ROSÉ. The platform also launched an in-app experience for Taylor Swift’s album The Tortured Poets Department.
These initiatives coincide with TikTok’s soft launch of TikTok for Artists, a service providing musicians with analytics tools to track their music’s platform performance and audience engagement.
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