TikTok Presents Ed Sheeran's Play, LIVE from New York 08 Sep 2025
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TikTok to host an exclusive LIVE performance by Ed Sheeran for superfans on September 13th
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TikTok set to launch an exclusive in-app experience upon the release of "Play" on September 12th
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Play Profile frame: Fans can complete a series of simple in-app tasks, such as following @edsheeran, saving his music to a music streaming service, or posting a video using #EdSheeran to unlock an exclusive 'Play' profile frame
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Trending videos: The experience will highlight the exclusive content from Ed, top fan creations and posts from his collaborators taking users #BehindTheSong.
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TikTok community challenge: Ed Sheeran fans on TikTok can work together to unlock an exclusive video of Ed Sheeran by using the 'Add to Music App' feature to save tracks from Play to their favourite music streaming service. When they have reached 100,000 track saves, the video will be unlocked
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Surprise effects: Fans who search for "Ed Sheeran" on TikTok will unlock special surprise effects
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THE HEADLINES
Hw British and American musical tastes remain distinct (see Analysis)
Oliver Schusser on Apple’s strategy in music (see Features)
Europe’s music sector call for a comprehensive policy strategy and an ambitious budget for Europe’s music sector within AgoraEU (see News)
Artist-led lawsuit against Suno introduces stream-ripping claims (see Digital)
Music Tech has historically been a difficult bet. So why are investors still showing up? (see Comment)
IFPI publishes Music in the EU report (see Reports)
AI music - is it time to explore a blanket approach? (see Opinion)
The music video is back and more important than ever (see Features)
Author Liz Pelly discusses how streaming saved the industry from piracy, but not the artists (see Features)
Why Warner UK’s restructure is a bad thing for British music (see Opinion)
Why virality is not building fandom (see Reports)
Jeremy Sirota’s pre-exit interview: ‘The marketplace needs a strong Merlin’ (see Features)
Music managers contribute value worth £714m to the wider UK music business (see Reports)
New data shows why virality is not building fandom (see Reports)
The reunion tour's effect on music streaming (see Analysis)
Don’t just fund problems: Fix them (see Comment)