TikTok Defies Ban Concerns with Major Alan Walker Partnership and US Merchandise Launch

•

January 17, 2025 at 11:41 PM

TikTok has launched a comprehensive 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, which is being distributed through TikTok's SoundOn platform.

DJ performing with electronic equipment

The campaign includes multiple components:

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

Notable is the U.S.-specific merchandise offering, despite the platform's uncertain future in the country. The SoundOn website remains unchanged, raising questions about how a potential ban might affect TikTok's music distribution service.

Nichal Sethi, SoundOn's head for Europe, Middle East, and Africa, emphasized the platform's role in artist development: "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, shared his perspective: "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 partnership is already showing results. Walker's TikTok following increased from 12.8 million to 13.3 million within days of the announcement, demonstrating the platform's significant promotional influence.