TikTok’s SoundOn strikes ‘landmark’ deal to distribute Daddy Yankee’s ‘La Postal’ album, in what it calls its ‘biggest artist partnership to date’

Daddy Yankee’s 15-track album *La Postal* was released through his label DY Records in partnership with TikTok’s SoundOn, which handled global distribution, artist services and promotion. TikTok described the arrangement, announced on 10 November, as SoundOn’s biggest artist partnership to date, showing the platform’s expanding role in releases by established stars as well as emerging artists.

Released on 30 October, the album includes collaborations with Cardi B, Myke Towers, Danny Ocean, Bizarrap and Diljit Dosanjh, and is led by the single “BOTZ (Bésame Otra Vez)”. TikTok is promoting it with a Times Square billboard and in-app features where fans can unlock a profile frame and video through challenges. SoundOn, launched in 2022, had registered more than 1.1 million artists by June.