May 17, 2024 – Today, TikTok is excited to unveil the #HITMEHARDANDSOFT takeover in celebration of Billie Eilish's new album, Hit Me Hard and Soft launching Friday, 5/17.

Fans can immerse themselves into the album through playlist curation, challenges to unlock exclusive artwork for their profiles, and the opportunity to be featured in the #HITMEHARDANDSOFT takeover themselves. Fans can discover the Billie Eilish hub by unlocking special entry points such as a fan-exclusive icon across their For You Feed, and fans can also encounter special Hit Me Hard and Soft themed animations by searching Billie Eilish and the album's track names on TikTok.

Billie Eilish (@billieeilish) joined TikTok in 2020 and quickly amassed a large following of more than 51.8M followers, resulting in nearly 296M likes across her content to-date and more than 7.1M videos created using the #billieeilish hashtag. Eilish's songs are widely popular among creators, with her song What Was I Made For? resulting in 1.4M creator videos and Therefore I Am inspiring more than 1.5M videos featuring dancing, makeup, and tricks.