TikTok has partnered with Puerto Rican artist Rauw Alejandro for a comprehensive promotional campaign centered around his new 18-track album, Cosa Nuestra. This collaboration follows recent partnerships with Coldplay and BTS' Jin.

The partnership includes several key features:

• Interactive fan challenges
• Animated album artwork
• A themed profile frame
• A special live concert with exclusive livestream
• Limited-edition merchandise through TikTok Shop
• Direct integration with streaming platforms 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. He emphasized the platform's importance for creative expression and fan connection.

This partnership demonstrates TikTok's continued focus on music promotion despite facing regulatory challenges in various markets, including potential forced sale in the U.S. and licensing negotiations with independent labels. Despite these challenges, TikTok's parent company ByteDance is now valued at approximately $300 billion.

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