Global superstar Ed Sheeran is set to bring his music directly to fans worldwide through an exclusive TikTok live streaming event titled “Play,” scheduled for September 13, 2025, in New York City. The performance, filmed before an intimate audience of superfans, will be broadcast via TikTok Live on both Sheeran’s and TikTok’s official accounts beginning at 6:20 PM Eastern Time, giving millions of viewers front-row access to this special concert experience.
Experience Ed Sheeran’s exclusive “Play” event—bringing intimate performances to millions through TikTok’s global stage.
The timing of the event strategically coincides with the release of Sheeran’s ninth studio album, “Play,” which drops just one day earlier on September 12. Viewers can expect a curated setlist featuring fresh tracks from the new album alongside Sheeran’s catalog of chart-topping hits, creating a digital album launch event that merges traditional performance with social media accessibility.
TikTok announced the partnership on September 5, initiating a promotional campaign that included direct fan engagement through Sheeran’s personal TikTok account. Lucky fans in New York secured in-person attendance through a special post, while the platform’s global reach guarantees international audiences won’t miss a moment of the action. TikTok is also launching The Play Album Experience on September 12 for fans to unlock exclusive content and digital rewards.
“I’m thrilled to be back in New York City, a place that means so much to me, sharing new music with everyone at once through TikTok,” Sheeran remarked about the upcoming event, highlighting the platform’s unique ability to connect artists with fans instantaneously across geographic boundaries.
The collaboration represents TikTok’s expanding role in music promotion and artist-fan interaction, offering additional in-app experiences related to the album and event accessible by searching “Ed Sheeran” starting September 12. For those unable to catch the performance live, the full show will remain available on TikTok afterward.
This high-profile partnership exemplifies the growing trend of exclusive live-streamed performances on social media platforms, blending intimate concert experiences with global digital accessibility—a hybrid approach that maximizes both fan engagement and promotional reach for Sheeran’s latest musical offering. The event leverages social media advertising techniques highlighted by industry experts as essential for modern music promotion in 2024 and beyond. Independent artists can learn from this strategy by exploring royalty structures when planning their own digital music distribution campaigns. With over 18 million followers on TikTok, Sheeran’s influence on the platform continues to grow, making this event a natural extension of his digital presence.
