Daddy Yankee Takes La Postal To TikTok In SoundOn's Biggest Artist Deal
Originally published by AllHipHop Read the original
Daddy Yankee‘s latest album is getting a TikTok rollout that reaches from phone screens to a Times Square billboard.
TikTok announced that La Postal is part of what the company calls SoundOn’s biggest artist partnership yet. The agreement puts its distribution platform behind the album’s worldwide delivery, artist services and promotion.
Daddy Yankee described the music through the relationships running across its songs, rather than the business arrangement behind them.
“Because in love, you find it all… kisses that make you fall in love, loves that betray, goodbyes that hurt, and hearts that learn to dance again. Some steal your heart, others your patience… and some teach you to love yourself first!” Daddy Yankee said.
The 15-track project arrived October 30 through DY Records, with Cardi B, Myke Towers, Danny Ocean, Bizarrap and Diljit Dosanjh among its collaborators. This announcement adds details about the business and promotional push behind a record that’s already out.
“It’s an enormous privilege for SoundOn to support the release of La Postal and help bring this brilliant new chapter in Daddy Yankee’s career to fans around the world,” Gabo Llano, SoundOn’s head of A&R Americas at TikTok, said in the announcement. “This is SoundOn’s biggest artist partnership to date, and we couldn’t be more excited to work once again with Daddy Yankee on La Postal and for the long term.”
Inside TikTok, listeners can complete tasks to unlock an album profile frame and challenges to access an exclusive Daddy Yankee video.
A search feature and dedicated album hub also let users explore the project. Users can find the experience by entering Daddy Yankee’s name into TikTok’s search bar, with the campaign already available inside the app.
“In the end, we all have a story to tell and a postcard we never sent. Because sometimes love brings tears, sometimes it calls for celebration… but it’s always something you dance to!” Daddy Yankee continued.
The Puerto Rican star recently credited Biggie as one of his musical influences during a Track Star interview.
Daddy Yankee will also receive the Latin Recording Academy’s 2026 Person of the Year honor this November.
