TikTok Launches Major Alan Walker Campaign Despite US Ban Deadline Looming

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January 17, 2025 at 11:41 PM

TikTok has unveiled a major partnership with electronic music producer Alan Walker, just days before its potential U.S. forced-sale deadline. The collaboration coincides with Walker's fifth album release, Walkerworld 2.0, distributed through TikTok's SoundOn platform.

DJ performing with electronic equipment

The comprehensive campaign includes:

An exclusive in-app experience
Dedicated livestream events
Special artist video content
Video creation challenges with prizes
Exclusive tour access and discounts
U.S.-exclusive TikTok Shop merchandise

Despite the looming U.S. ban threat, TikTok is proceeding with full U.S. market initiatives, including exclusive merchandise offerings through TikTok Shop. This raises questions about SoundOn's future operations if the ban takes effect.

Nichal Sethi, SoundOn Europe, Middle East, and Africa head, stated: "We are incredibly excited to launch this groundbreaking campaign with Alan, an artist who truly understands the power of TikTok to build his career and engage with the global community."

Walker, who boasts 26.75 million monthly Spotify listeners, commented on the partnership: "TikTok is where creations meet and this resonates with the space that I have been creating with Walkerworld – creativity is a way of self-expression and it should be borderless."

The campaign's initial impact is already evident - Walker's TikTok following increased from 12.8 million to 13.3 million within days of the announcement.