TikTok has unveiled an exclusive in-app experience coinciding with the release of Miley Cyrus’ ninth studio album, “Something Beautiful,” leveraging the platform’s growing influence in music promotion and fan engagement.

TikTok hosted a surprise album listening party for Cyrus’ “superfans” at Chateau Marmont on May 27, where the artist performed new tracks “End of The World,” “More to Lose,” “Easy Lover,” and her hit “Flowers.” The event, which included a performance of her 2009 track “The Climb,” culminated in an engagement between two attendees.

The platform launched an in-app experience on May 30 featuring exclusive video content and a first-of-its-kind fashion section that explores the stories behind Cyrus’ album looks. Users who completed designated tasks, such as saving tracks to music apps and searching for “Something Beautiful,” unlocked custom profile frames displaying their fandom.

Fans can access the experience by searching “Miley Cyrus” or “Something Beautiful” on TikTok, similar to previous artist collaborations with Taylor Swift, Selena Gomez, and Tate McRae.

Platform’s Impact on Music Performance Metrics

Cyrus maintains a significant TikTok presence, with 5.8 million creator videos set to her single “Flowers” and popular content from her 42-part “Used to be Young” series, which explores her career from 1992 to the present day.

This collaboration arrives amid TikTok’s growing influence on music industry metrics. A recent TikTok-commissioned Luminate study reveals that 84% of songs entering the Billboard Global 200 in 2024 achieved viral status on the platform before charting, with an additional 12% going viral simultaneously with or after charting.

The Cyrus campaign follows the platform’s established pattern of artist partnerships. According to Luminate research, TikTok users demonstrate higher music engagement across multiple metrics, spending 48% more time streaming music than the average U.S. listener and being 68% more likely to subscribe to paid streaming services.

The platform’s “Add to Music App” feature has generated over one billion song saves since its 2024 launch, with TikTok users spending 62% more on artist merchandise compared to typical music consumers and outspending average U.S. music listeners on live music events by 52% this year.