Daddy Yankee Partners With TikTok to Distribute New Album, 'La Postal'
The social media platform will provide distribution and promotion through its artist-focused service SoundOn
Global reggaeton icon Daddy Yankee has released his new album La Postal in partnership with TikTok’s artist-first distribution platform SoundOn. This is SoundOn’s biggest artist collaboration yet.
The details:
SoundOn will provide distribution, promotion, and artist services around the release.
This includes a major campaign kicking off with a Times Square billboard and a dedicated experience within TikTok.
TikTok users can access a La Postal profile frame and an exclusive video by completing tasks and challenges in-app. There is also a dedicated album hub.
This release comes on the heels of Daddy Yankee’s upcoming headlining slot at Coachella 2027.
What they said:
Gabo Llano, Head of A&R Americas, SoundOn at TikTok: “Daddy Yankee is a true global icon and one of the most influential artists in modern music. He helped take reggaeton to the world, has inspired generations of artists and continues to have an extraordinary connection with fans, including a community of nearly 20 million followers on TikTok. It’s an enormous privilege for SoundOn to support the release of La Postal and help bring this brilliant new chapter in Daddy Yankee’s career to fans around the world. This is SoundOn’s biggest artist partnership to date, and we couldn’t be more excited to work once again with Daddy Yankee on La Postal and for the long term.”
👋 Disclosures & Transparency Block
This article was written from a press release provided by TikTok.
We covered it because Daddy Yankee is a major artist, and this is a first-of-its-kind partnership.
