• by Colin Kirkland , 6 hours ago

Through its strategic partnership with iHeartMedia, TikTok is planning a multi-part global campaign for Madonna’s upcoming album, “Confessions II,” embracing a mix of physical and digital (i.e. “phygital”) experiences for consumers and fans.

On Thursday, TikTok and iHeartMedia will broadcast Madonna’s live album release party in London ahead of the official Friday release of “Confessions II.” Per their recent partnership, the companies will stream the hour-long broadcast on both TikTok Live and iHeartRadio, iHeartMedia’s digital streaming platform. 

During the broadcast, Madonna will perform select songs from the upcoming record, while also joining Bob The Drag Queen for a conversation surrounding Madonna’s creative process and personal stories related to the album.

On TikTok, users will be able to utilize in-stream polls, custom “like” icons, a fan Q&A, and personalized callouts during live sets by producers and DJs including Stuart Price, Honey Dijon, and others. Users will also see themed in-app tasks, fan rewards and profile frames.

Fully embracing a "phygital" approach to the album campaign, TikTok will be hosting its own in-person “TikTok House of Confessions” at venues in both New York and London, featuring visuals, merchandise, listening moments, and content creation opportunities based on the new album.

Madonna currently has over 5 million followers on TikTok, making her a sensible icon for the social-media company and auditory streaming corporation to build a campaign around, engaging multiple user generations across each platform.

The multi-faceted campaign also stems from TikTok’s longstanding partnership with Warner Music Group, which allows the social media platform’s global user base and advertising partners creative access to Warner’s massive catalog, including Madonna’s upcoming album.