TikTok Launches Full-Blown ‘Immersive Hub’ for BTS’ Jin

TikTok partners with K-pop superstar Jin of BTS to release an immersive hub in support of his first solo album, ‘Happy,’ out now.

TikTok announces its latest artist partnership, with a new multimedia campaign and immersive hub in support of BTS’ Jin and his first solo album, Happy, which released today, November 15. The partnership is the latest for the short-form video platform after Coldplay’s interactive experience last month.

Jin’s “The #HappyProject” features exclusive experiences, content, and a livestreamed interview with the artist on November 19 at 9 PM KST / 12 PM GMT.

“I’m so happy and excited to greet you all once again through TikTok,” says Jin. “My album Happy was created in hopes of bringing happiness to as many people as possible, so I hope everyone who listens to this album feels happy. This album is filled with my honest reflections on what happiness means to me.”

To find the new immersive hub, fans can search for “Jin” or “BTS” in-app. Fans will also be presented with missions to unlock a limited-time exclusive profile frame. The hub also features exclusive videos and a dance challenge video with j-hope, while fans who comment “Happy” on the exclusive videos will unlock “a surprise.”

BTS holds the fourth-biggest artist account on the platform, according to TikTok, having amassed over 66.9 million followers and 1.4 billion likes from their ARMY fan club. K-pop has emerged as one of the fastest-growing genres on TikTok, with K-pop artists comprising 50% of the most-viewed global artists in 2023.

The partnership with Jin comes on the heels of TikTok’s in-app experience for Coldplay last month, which proceeded a similar experience for Taylor Swift’s The Tortured Poets Department about six months earlier. In June, TikTok also launched a Taylor Swift experience to celebrate her record-breaking Eras Tour.

Other collaborations with big-name stars on the platform include the Fan Spotlight feature with Billie Eilish back in May, and a dedicated in-app experience to promote Post Malone’s country debut, F-1 Trillion, in August. in July, it also launched an interactive hub for BTS star Jimin, promoting his album, MUSE.