Ed Sheeran is delighting fans with an exclusive special effect and bespoke content on TikTok to celebrate the launch of his new album '='.

Live in-app now, the new feature allows creators to recreate the neon facepaint that Ed wears during one of the most memorable scenes in his music video for 'Overpass Graffiti'.

A new hashtag challenge #EqualsAlbum was also launched, inviting TikTok users to share their most creative videos using songs from the album. Ed has been duetting with creators and artists, including an acoustic cover of 'Shivers' with emerging creator @lukegittinsmusic, which received 450k views in 24 hours, @sammygarnett's rendition of 'Visiting Hours' and a duet of 'Bad Habits' with @jerricaalyssa. Ed's light hearted duet with comedic creator @niccoya received over 15 million views. Ed has also been posting videos with exclusive content to his favourite tracks from the album, such as a new dance routine to'2Step'.

These activations follow the exclusive preview of ‘Overpass Graffiti’ which ran on TikTok from Friday 22 to Thursday 28 October. This is TikTok’s third exclusive single preview on this album after ‘ Bad Habits’ and ‘Shivers’. These tracks now have over 1.7 million video creations combined.

Ed has seen huge success on TikTok, with 8.9 million followers and 71 million likes. His live premiere of 'Bad Habits' at the TikTok UEFA EURO 2020 Show broke the record for the biggest LIVE music performance on TikTok with over 5.5 million unique viewers globally. 'Bad Habits' also became the most popular song preview on TikTok, setting yet another record.

David Mogendorff, Head of UK Artist Partnerships at TikTok, said: "Ed has had an incredible few months on TikTok, beginning with his record-breaking live performance in June. This has truly been a multi-faceted campaign, with Ed engaging with the TikTok community in every possible way - from exclusive previews and challenges, to duets with fans and other artists. He's creatively raised the bar for what's possible for artists on TikTok and demonstrated why he is such a well-loved musician, both on and off the platform. Congratulations to Ed, Grumpy and Atlantic for a stellar campaign and a well deserved number one album".