iHeart, TikTok Debut New LP Release Model
• In a move that could reshape how albums are introduced in the streaming era, iHeartMedia and TikTok recently debuted a next-generation release format that merges the scale of broadcast radio with the interactivity of a community-driven platform, delivering record-breaking results and outlining a new blueprint for artist launches moving forward. Building on the excitement around Bruno Mars‘ first solo album in 10 years, the two companies partnered with Atlantic Records to launch Romantic Radio with Bruno Mars: An iHeartRadio Album Preview, which streamed LIVE on @brunomars, @iheartradio, and @tiktok, was promoted on 270+ iHeartMedia stations, and broadcast on more than 145 iHeart stations on February 26.
During the program, Bruno debuted all nine songs from The Romantic ahead of the album’s worldwide launch, and announced the video for “Risk It All” would be released alongside the album later that evening. iHeartMedia extended the debut into a multiweek celebration across 270+ iHeart stations.
The Result: iHeartMedia drove over 3 billion impressions during this campaign across its full range of assets, and The Romantic became Bruno’s first album to debut at No. 1 on the Billboard 200, with every song on the album among the top 100 streaming songs in the U.S. and Global, and “Risk It All” became the No. 1 streaming song in the U.S. for the week.
“Bruno poured his heart into The Romantic, and the fan response has been incredible,” said Brady Bedard, EVP of Promotion at Atlantic Music Group. “Through the power of both of these massive platforms, iHeartMedia and TikTok together created a bespoke event that helped debut the album. This was promotion at the speed of culture — real-time fan and artist connectivity, massive broadcast exposure, and immediate interactive engagement. That synergy helped drive the album week of release and with this new success, set a new bar for how albums can break through.”
“The iHeartMedia-TikTok album release format signals a broader shift: from passive distribution to an interactive cultural moment that delivered deeper engagement and set record-breaking results,” said Tom Poleman, iHeartMedia’s Chief Programming Officer. “By pairing iHeartMedia’s scale and listener engagement with TikTok’s cultural momentum, we’ve created a new kind of album launch — one that turns a release into an event. This is more than a partnership; it’s a model for how artists can debut music, tours, even a new single in a more immersive, measurable, and impactful way.”
