TikTok has unveiled an in-app experience and exclusive effect to celebrate the release of singer Sabrina Carpenter’s new album. Short and sweet.
The in-app experience and effect, named after Carpenter’s sixth studio album, catapults fans into the world of Short and sweet where they have the chance to be featured in the official Fan Spotlight Carousel.
Fans who complete all five interactive tasks will not only be featured in the Fan Spotlight carousel, but will also be eligible to receive an exclusive profile frame. Users can also use the singer’s exclusive TikTok effect in their videos.
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The five interactive tasks include accompanying the singer and her team to add their new single Taste good to the music app by liking the singer’s new exclusive TikTok and posting a video with the singer’s song Please, please, please and the hashtag #ShortnSweet.
To access the experience, fans must search for “Short n’ Sweet” or “Sabrina Carpenter” on TikTok to interact with the video anchor that appears alongside Carpenter’s content.
Fans who comment on a video with the hashtag #SabrinaCarpenter or #ShortnSweet will see a pop-up animation that also takes them to the experience.
Recent checks by MARKETING-INTERACTIVE revealed that the hashtag #ShortnSweet was used in 390.2 thousand posts.
This comes after Universal Music Group (UMG) and TikTok collaborated on a new multi-dimensional licensing agreement in May of this year.
The licensing agreement leverages TikTok’s global community to help UMG’s artists and songwriters realize their creative and commercial potential.
Under the agreement, both organizations will collaborate to realize new monetization opportunities leveraging TikTok’s growing e-commerce capabilities and will work together on campaigns that support UMG artists across all genres and territories globally.
TikTok will also continue to invest in developing artist-centric tools that help UMG artists reach their potential on the platform. These tools include the Add to Music App feature, enhanced data and analytics, and integrated ticketing features that benefit artists financially and allow them to build their fan base using TikTok’s scale and engaged community.
Carpenter is just one of many musicians at Universal Music Group. She is part of a family of Universal Music Group artists including Taylor Swift, Billie Eilish, SZA and Chappel Roan.
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