TikTok to host exclusive in-app experience for launch of new Ed Sheeran album ‘Play’

TikTok has announced a partnership with Ed Sheeran, which will see an exclusive performance of his forthcoming album Play streamed live to audiences across the world on Saturday September 13th 2025.

Taking place in New York City in front of some of the solo artist's biggest fans, Sheeran will perform songs from the new record, set to be released on the 12 September 2025, alongside some of his biggest tracks to date.

As part of the stream, TikTok has launched an in-app experience titled The Play Album Experience. This launches on the same day as the record and invites fans to unlock Ed Sheeran content, including personalised profile frames, hidden videos and surprise video effects, as well as digital rewards and a deeper dive into the new release.

Speaking of the event, Sheeran said: “I'm looking forward to getting back to New York – a city I love – to play this show with TikTok. I’ll be playing lots of new tracks from Play on the night, and I’m very happy that I get to mark the release of the new album with my fans across the world.”

Toyin Mustapha, TikTok's head of music partnerships in the UK, Ireland & SSA, added: "We couldn’t be more excited to partner with Ed Sheeran to celebrate the release of his latest album, Play, with this very special performance in New York. 

"Ed’s songs have soundtracked millions of TikTok moments around the world, and this event is all about bringing that energy to life with some of his biggest fans, as well as millions more watching LIVE globally. It's a chance for our community to connect with the music they love, together with the artist who created it."

Audiences can access The Play Album Experience by searching ‘Ed Sheeran’ on TikTok from 12 September 2025. The entire performance will be available to watch on TikTok LIVE from @edsheeran and @tiktok, starting at 6.20pm ET on 13 September 2025.