Ed Sheeran on TikTok - EURO 2020 and the '=' Album

  • Nhi (Nikki) Pham

In late June 2021, TikTok teamed up with Ed Sheeran for a TikTok LIVE concert, a celebratory moment in the middle of EURO 2020 that brought the continent together through music. The show was a premiere of Ed's new track and was watched in 120+ global markets. I designed, built and led the localisation of a global microsite, promoting this halftime concert, LIVE from Portman Road, Ipswich. Following the successful EURO live concert, later in October, Ed announced his new album '=' (Equals). There were exclusive song previews on TikTok and an 'Overpass Graffiti' creative effect. I built another microsite, this time highlighting his new tracks and user-generated content around the event.