In a year that has all but killed the live music industry, new ways of engaging with music and our favourite artists have emerged.
And TikTok is continuing to prove its relevance, making moves in the music industry– announcing today their partnership and collaboration with Justin Bieber. The artist, who has garnered a following of more than 19 million, today announced the performing of his album “Journals Live from the drew house,” as the first ever single-artist, full-length concert performance to air LIVE on TikTok. The first performance of it’s kind for the platform, will also be a first for Justin in performing songs from the fan-favourite album, JOURNALS despite the combined tracks having over three billion streams worldwide.
The performance running in line with Valentines Day, will be airing at 1pm Australian Eastern Daylight Time (AEDT) on Monday 15th February, re-airing at 6am on Tuesday 16th February.
It comes as no surprise Justin is the artist of choice for TikTok to debut their newest series, after the first video on his account, including a snippet of the track Yummy racked up over 115 million views.
Similarly, in a major move for MTV, the network will be tapping into gen-z, following up their iconic Unplugged series (the last of which featured Miley Cyrus in October 2020), with the announcement of an exclusive MTV Unplugged Presents: BTS, set to debut on the 23rd of February. This comes after the success of both Taylor Swift’s Miss Americana and Ariana Grande’s excuse me, i love you, showing a growing interest in streamed and behind the scenes content from our favourite artists.
As for the future of music, if anyone can rally fans to enjoy a live streamed concert in lieu of packing out a stadium during a pandemic… it’s Justin Bieber. We’ll certainly be tuning in.