TikTok launches interactive Taylor Swift feature for London shows

TikTok has introduced an interactive experience called #TSTheErasTour to showcase pop star Taylor Swift's tour. Fans can win album-themed profile frames, collect digital friendship beads, watch concert highlights, and listen to custom playlists.

Ole Obermann, TikTok's global head of music business development, stated that Taylor Swift has a strong connection with her global fanbase. The aim of the interactive experience is to celebrate and share the joy of her live shows.

This move signifies a positive relationship between Taylor Swift and TikTok after a dispute earlier in the year involving Swift's label, Universal Music Group (UMG), and ByteDance, TikTok's parent company. UMG had removed its artists' music from TikTok before the Grammys, affecting popular songs by artists like Swift, Olivia Rodrigo, and Adele.

Two months later, Swift's music from her albums and "Taylor's Version" re-records reappeared on TikTok, leading to speculation of a deal between Swift's team and the social media platform.

The in-app experience is part of Taylor Nation's efforts to expand Swift's brand across various platforms. The interactive feature will be showcased during Swift's sold-out London shows over the weekend.

Fans can unlock exclusive profile frames and virtual friendship bracelet beads on TikTok each week during the European leg of #TSTheErasTour. They are encouraged to post TikToks using tour-specific hashtags for a chance to be featured on the search hub.