Tinseltown / Shutterstock.com

Fresh from inking a spangly new deal with Universal Music Group, TikTok is preparing to host a livestreamed concert by one of its key artists.

Justin Bieber will play a full-length concert on TikTok on 14 February (yes, for Valentine’s Day) with a re-airing the following day. It’s very much a fan-service event too: Bieber will be performing tracks from his 2013 album ‘Journals’ – a digital-only singles compilation originally released alongside a documentary film. The concert will be streamed on Bieber’s own TikTok profile, which has more than 19.6 million followers.

TikTok is describing it as “the first ever single-artist, full-length concert performance to air live on TikTok” – a phrase carefully constructed to differentiate it from The Weeknd Experience livestream last August. That was watched more than 2m times over several showings with a peak audience of 275,000 fans. Can Bieber do better? We’ll find out this weekend.

Image by Tinseltown / Shutterstock.com

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Stuart Dredge

Music Ally's Head of Insight

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