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TikTok is making music concerts an increasingly prominent aspect to its relationships with artists. The latest example is Camila Cabello, whose ‘Familia: Welcome to the Family‘ performance will be broadcast on 7 April, with rebroadcasts to follow the same weekend.

Whereas the schtick for Rosalía’s concert this week is that her entire performance was filmed on mobile phones, Cabello’s concert is going down the ‘XR’ path, with visual effects overlaid onto her performances.

What the two events have in common is their timing: they are both airing one day before the albums are released, in what’s looking like a buzz-building template for TikTok – alongside its push to launch teaser audio clips of new material in its app a few days before release.

Which, by the way, is something Cabello has also done recently, with a pre-release TikTok clip of her single ‘Bam Bam’.

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