Platform
TikTok Debuts Live Concert Experience For Grammy Winner Laufey’s Album Release
TikTok launched a dedicated in-app experience for Grammy award-winning artist Laufey’s new album “A Matter of Time,” featuring the platform’s first-ever full concert livestream from Los Angeles on August 22. The initiative builds on TikTok’s growing suite of tools designed to elevate music creators on the platform.
The hub, accessible by searching “Laufey,” “Laufey Day,” or “A Matter of Time,” offers multiple interactive elements for fans. Users can complete profile frame tasks by following @laufey and @laufeyland, adding the album to their music app, searching for the artist, and posting related videos to unlock a custom profile frame.
Additional features include a full album tracklist with song previews, direct streaming options via the TT2DSP button, official merchandise available to U.S. users, and a curated selection of official videos alongside fan-created content in the Fan Spotlight section.
The Laufey experience aligns with findings highlighted in TikTok’s recent music creator initiatives. Other high-profile album launches on the platform include Miley Cyrus’s “Something Beautiful” and the collaborative project “I Said I Love You First” from Selena Gomez and Benny Blanco, both of which featured custom in-app experiences.
Role in Music Promotion
TikTok’s influence on music discovery continues to grow, with 84% of songs entering the Billboard Global 200 in 2024 achieving viral status on the platform before charting. The “Add to Music App” feature has generated over one billion song saves since its 2024 launch.
Research indicates TikTok users spend 48% more time streaming music than the average U.S. listener and are 68% more likely to subscribe to paid streaming services. The platform’s short video format offers significant advantages for promoting musical content.
Laufey, who has amassed more than 8.8 million followers and over 347.1 million likes on TikTok, illustrates the platform’s potential for genre revitalization, with her jazz-influenced content helping bring a traditionally niche genre into mainstream cultural conversations.
