TikTok has unveiled a major partnership with electronic music producer Alan Walker, launching just days before the app's forced-sale deadline in the United States. The collaboration coincides with Walker's fifth album release, Walkerworld 2.0, distributed through TikTok's SoundOn platform.

The comprehensive campaign includes:

• Exclusive in-app experiences and livestreams
• Video creation challenges with prizes
• Special access to tour dates with discounts
• U.S.-exclusive merchandise through TikTok Shop

Despite the looming U.S. ban threat, TikTok is proceeding with the full rollout, including U.S.-specific elements. The platform's SoundOn website remains operational and unchanged, raising questions about how a potential ban might affect the music distribution service.

Nichal Sethi, SoundOn's head for Europe, Middle East, and Africa, 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, 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 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, demonstrating the platform's significant promotional influence.

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