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More than 5.5 million unique viewers tuned in to the singer’s hour-long TikTok live stream and the two replays the following day
By IQ on 01 Jul 2021
Ed Sheeran has set a new record for the most-watched live music performance on the viral short-form video app TikTok.
The record-breaking live stream took place last Friday (25 June) at Sheeran’s home football ground of Portman Road, Ipswich Town, UK, as part of TikTok’s partnership with UEFA (The Union of European Football Associations) during the Euro 2020 tournament.
More than 5.5 million unique viewers tuned in to the singer’s hour-long TikTok live stream (dubbed the TikTok UEFA EURO 2020 Show) and the two replays the following day.
According to the platform, the show was the biggest-ever live music performance on TikTok, surpassing the 4 million people who tuned in for Justin Bieber’s Valentine’s Day TikTok live stream in February.
“The bar for what is possible within the livestreaming format has been creatively raised”
The spectator-free show, directed by Emil Nava and Hamish Hamilton, incorporated special effects, augmented reality and prominent TikTok stars. It also marked the live premiere of Sheeran’s new single ‘Bad Habits’.
“The TikTok UEFA 2020 Show was an incredible moment for our community around the world and a turning point for live music streaming,” says Paul Hourican, head of music operations UK TikTok. “The bar for what is possible within the livestreaming format has been creatively raised and it has been shown how big and ambitious TikTok can be for artists.”
Ed Howard, co-president of Sheeran’s record label, Atlantic Records, added: “For Ed, Grumpy Old Management and Atlantic, uniting and reaching their global fan base was imperative for the launch of their new campaign, as well as our close partnership with Paul and the entire TikTok team enabled us to achieve this goal in a uniquely creative way.”
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