A TIKTOK TAKEOVER WITH BILLIE

A day before the release of Billie Eilish’s new album, due 5/17, TikTok has unveiled a #HITMEHARDANDSOFT takeover.

The hub dedicated to the set allows fans to immerse themselves through playlist curation, challenges to unlock exclusive artwork and the opportunity to be featured in the takeover through the use of hashtags.

Billie's Hit Me Hard and Soft (Darkroom/Interscope) TikTok destination is also discoverable through special entry points like a fan-exclusive icon in For You feeds and themed animations available by searching “Billie Eilish” and the album's track names.

The takeover comes shortly after TikTok and UMG forged a new licensing agreement that has resulted in the return of Universal artists, songwriters and labels to the platform.