Medellín, Colombia-born singer J Balvin is officially set to promote his upcoming sixth studio album, José, with “a special live concert” on the short-form video sharing app TikTok.
J Balvin and his team recently unveiled the exclusive presentation of TikTok Live, which is scheduled for next Sunday, September 12, “at 5 pm Mexico and Colombia time” (3 pm PST in the US). The aforementioned José, meanwhile, is scheduled to be available to fans on Friday, September 10, and the effort will mark the artist’s fourth album signed by Universal Music Group (including a 2019 collaboration, titled Oasis, with Bad Bunny). since 2018..
The hour-long TikTok Live presentation of J Balvin, who debuted a new track last year during Fortnite’s Halloween event, “will include some of his classic songs, as well as new singles from his long-awaited album,” which, according to launch announces the remote event. He also indicates that it is “Balvin’s most personal project to date.”
From there, the concise message emphasizes that J Balvin “is the most followed Latin artist on TikTok,” while the singer himself promotes the controversial platform in a statement. As a noteworthy aside, J Balvin continues to cut down a substantial number of Spotify streams, and the artist who currently has the most monthly Spotify streams, Justin Bieber, broke the all-time live streaming record of TikTok in February.
“I love TikTok and seeing all the amazing things my fans do with my music as the soundtrack,” said three-time Grammy nominee J Balvin. “It feels spontaneous and interactive in a way that I have never felt with my fans in a long time. It inspires me when I open TikTok to see what they’re up to, and it draws me in to find new ways to present my music to keep things fresh! «
J Balvin’s upcoming show on TikTok, which in July became the first app besides Facebook to surpass three billion downloads, reflects the considerable presence of short-form video sharing services in the music space. . TikTok Radio came to SiriusXM late last month, for example, while TikTok’s rivals, including Lomotif and Triller, have signed big label licensing deals this year.
More broadly, exclusive content – interviews, live streams, in-game performances, and more – continues to be valuable to artists in terms of promotion while allowing content platforms to secure an edge over competitors. .
Apple Music scored an exclusive live stream of Donda recently released by Kanye West, for example. And YouTube this week, announcing that Premium and Music had surpassed a combined total of 50 million subscribers, specified that it will offer “many” more events such as the “afterparty” that Tim McGraw organized for the release of his music “7500 OBO.” video.