TikTok has partnered with Puerto Rican artist Rauw Alejandro for a comprehensive promotional campaign centered around his latest album, Cosa Nuestra.

The partnership includes several key features:

• A live concert with special livestream
• Exclusive merchandise through TikTok Shop (including limited-edition t-shirt and vinyl)
• Interactive profile features (themed frame, animated album art)
• Four interactive fan challenges
• Direct integration with streaming services like Spotify

Rauw Alejandro, who boasts 16.3 million TikTok followers and 46.43 million monthly Spotify listeners, becomes the first Latin artist to participate in such an extensive TikTok campaign. The collaboration follows recent successful partnerships with Coldplay and BTS' Jin.

"This platform has been an outlet to express myself creatively and talk to my fans in a different way. For me, that's everything," stated Rauw Alejandro about the partnership.

The campaign demonstrates TikTok's continued focus on music promotion and artist partnerships, despite facing regulatory challenges in various markets and ongoing negotiations with music industry stakeholders. The platform's parent company, ByteDance, is currently valued at approximately $300 billion.

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