The new campaign celebrates the release of SE9 with exclusive fan experiences, unlockable content and exclusive contentTikTok today announces a major new in-app campaign for rising UK star Skye Newman, celebrating the release of her new project SE9, which is released today.One of the UK’s most exciting breakout artists, Skye Newman has built a hugely engaged fan community on TikTok, where she now has more than 1.4 million followers and over 30 million likes. Her emotionally raw songwriting and distinctive South London storytelling have fuelled viral fan engagement across the platform, helping establish her as one of the defining new voices in British music.The campaign will bring fans closer to Skye's world through a dedicated SE9 in-app hub on TikTok, featuring interactive challenges and fan tasks designed to unlock exclusive content.TikTok will support the campaign with a major global marketing push both on and off the platform, including prominent in-app promotion, a social media campaign, and a billboard activation in New York’s Times Square.The campaign celebrates the release of SE9 - the highly-anticipated follow-up to her acclaimed SE9 Part 1 project - which explores themes of family, identity and growing up in South East London. The new project includes lead single “Man of the House” and follows a rapid ascent for Newman, whose breakout tracks including “Family Matters”, “Hairdresser” and “FU & UF” have resonated strongly with fans online and beyond. “Family Matters” reached the UK Top 5, while “Hairdresser” became her first UK chart hit.Earlier this month, Skye also connected directly with fans through TikTok LIVE, streaming backstage from her Dublin show as she warmed up before going on stage and answered fan questions in real time — another example of the close relationship she has built with her audience on the platform.“Skye has built one of the most engaged fan communities on TikTok by sharing music and stories that feel honest, emotional and deeply authentic,” said Lisa Skeppner, UK Artist Partnerships Lead at TikTok. “We’re excited to celebrate the release of SE9 with a campaign that brings fans even closer to her world and highlights the power of music fandom on TikTok.”Skye Newman said:“TikTok has been a massive part of my journey from the very beginning - it’s where I first started sharing my music, and it’s still where I see people connect to my music in such a real way. "With SE9, I’m stepping into a new chapter - it’s about growth, accountability and finding strength in who you are. I love seeing people bring their own stories, friendships and creativity into the music, and I hope it inspires them to celebrate themselves, their people, and their journey.”TikTok continues to be one of the world’s leading platforms for music discovery and fandom, helping artists build communities, turn songs into cultural moments, and connect directly with fans globally.SE9 is available now.
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