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TikTok's SoundOn powers Alan Walker’s Walkerworld 2.0 release

Headliner discovers how an exclusive partnership with TikTok and SoundOn is bringing millions of fans closer to DJ and producer Alan Walker’s music than ever before…

TikTok has announced the launch of a major new artist partnership with DJ and producer Alan Walker to celebrate the launch of his fifth studio album, Walkerworld 2.0, which is being distributed by SoundOn – a revolutionary platform powered by TikTok that empowers artists and labels to reach global audiences, retain complete master ownership of their music, and leverage an array of promotional tools.

The Walkerworld 2.0 campaign includes a wide range of exclusive experiences, competitions, content, tickets and merchandise and a first-of-its-kind live stream featuring many of Walker’s featured artists on Walkerworld 2.0.

Renowned for his relentlessly thumping beats and hypnotic records, the 26-year-old Norwegian artist is truly a force to be reckoned with. With over 125 million followers across his social platforms, (including 12.8m on TikTok,) 1 billion YouTube streams every month, and a staggering 80 billion streams, the young artist from Bergen, Norway is nowhere near kicking his feet up anytime soon. He arrived on the music scene in late 2015 with his debut hit single Faded, which quickly racked up over 1.3 billion Spotify streams and 2.9 billion YouTube views.

I started making music for fun in my bedroom and posting on social media 10 years ago and that changed my life.

Being the 19th most-watched music video on YouTube, the single also secured him a BRIT awards nomination for Song of the Year, as well as a Norwegian Grammy win in the same category. 

After building a colossal social following and releasing a string of successful singles like Alone and Darkside, collaborating with artists like Ava Max, Noah Cyrus, Sia, Bruno Mars and Coldplay, the chart-topping debut album Different World arrived in late 2018, amassing over 3.2 billion streams on Spotify.

Wanting to build upon his snowballing popularity and up the ante for his new album, the DJ and producer decided to leverage the opportunities available to him by TikTok and SoundOn for his latest release. 

The TikTok #AlanWalker campaign features an Alan Walker in-app experience, featuring exclusive content and an exclusive profile frame which fans can unlock by completing challenges; exclusive access to Alan Walker's Walkerworld North American and European tours – including exclusive discounts for TikTok users – various video creation challenges; and fans have the opportunity to win prizes – including a DM from Walker himself.

The Walkerworld 2.0 campaign from TikTok and SoundOn will bring his millions of fans closer than ever to Alan and his music. Nichal Sethi, head of SoundOn, EMEA

Also included are exclusive videos; fans have the chance to be featured in Alan Walker's official Fan Spotlight carousel on his TikTok page; exclusive TikTok x Alan Walker merchandise is available via the TikTok Shop; and an exclusive Walkerworld 2.0 live stream took place in January which featured performances and conversations with artist collaborators including Anne Gudrun, Joe Jonas, Daya, Peder Elias, Putri Ariani, Julia Michaels and Vikkstar.

"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,” comments Nichal Sethi, head of SoundOn, EMEA. “The Walkerworld 2.0 campaign from TikTok and SoundOn includes new and exclusive content, prizes and live experiences, which will bring his millions of fans closer than ever to Alan and his music.”

"It's my pleasure to partner with TikTok in this extensive campaign,” enthuses Walker. “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. 

"This also exemplifies the main message I want to convey through Walkerworld 2.0, which is, ‘Create for Change’ – I started making music for fun in my bedroom and posting on social media 10 years ago with Faded and that changed my life. I hope to encourage everyone to keep creating as the opportunities that come with it are unlimited."

I hope to encourage everyone to keep creating as the opportunities that come with it are unlimited.

Why SoundOn?

If you’re an artist, the better question might be, why not SoundOn? Any artist wanting their music to resonate in today’s industry will certainly want to tap into TikTok’s ecosystem to monetise their music. With over a billion users worldwide, TikTok is undoubtedly one of the best platforms to get an artist’s sound out there and connect with fans across the globe. But SoundOn takes it up a notch, helping artists like Walker not only reach more fans but also maximise their earnings on TikTok.

And here’s the kicker: their music doesn’t have to stay on TikTok alone. SoundOn lets artists distribute tracks to 90+ digital streaming platforms – think Spotify, Apple Music, Amazon Music, YouTube Music, Deezer and more. In other words, they can grow their fanbase worldwide without juggling a bunch of complicated distribution systems.

Not stopping there, SoundOn gives artists direct access to TikTok’s creator community. This means artists can team up with influencers and viral content creators to promote their music. That kind of exposure can help music gain traction, go viral and reach entirely new audiences.

And SoundOn doesn’t just distribute music – it helps promote it too. The platform is packed with artist-centric tools to make sure tracks get noticed, including helping artists appear on curated playlists and providing advice on giving tracks the best chance of going viral. If an artist wants to hype up a new song before it officially drops, (not to mention collect TikTok royalties ahead of the official release date) SoundOn lets them release clips on TikTok before launch day.

And for any artists scratching their heads when it comes to measuring impact, SoundOn’s advanced analytics give them the tools to understand their music’s impact, including an insight into what’s resonating with listeners, where tracks are performing best for smarter content strategies, while creator demographics provide a clear picture of who’s using their music.

SoundOn is more than just a distribution platform – it’s designed to act as a one-stop shop for growing an artist’s music career. From TikTok monetisation to advanced promotion tools and data-driven insights, SoundOn is designed to help artists like Walker succeed.

The #AlanWalker campaign is live on TikTok globally now. To find the Walkerworld 2.0 campaign, fans simply need to search 'alanwalker' in TikTok.