NEW YORK- March 23, 2026 - In a move that could reshape how albums are introduced in the streaming era, iHeartMedia and TikTok debuted a next-generation release format that merges the scale of broadcast radio with the interactivity of a community-driven platform, delivering record-breaking results and outlining a new blueprint for artist launches moving forward. Building on the excitement around Bruno Mars’ first solo album in 10 years, the two companies partnered with Atlantic Records to launch “Romantic Radio with Bruno Mars: An iHeartRadio Album Preview,” which streamed LIVE on @brunomars, @iheartradio, and @tiktok, was promoted on more than 270 iHeartRadio stations, and broadcasted on more than 145 iHeartRadio stations nationwide on February 26.

How it worked:

For the early release of his new album, The Romantic, Bruno Mars invited fans to submit their love stories via the iHeartRadio app’s Talkback feature and on TikTok LIVE for a chance to receive song dedications and advice directly from Bruno. Surprise callers, including Victoria Monét, Anderson .Paak and ROSÉ further amplified the event’s cultural impact. During the program, Bruno debuted all nine songs from The Romantic, sharing the music directly with fans ahead of the album’s worldwide launch, and announced the video for “Risk It All” would be released alongside the album later that evening. iHeartMedia extended the debut into a multiweek celebration across 270+ iHeart stations, driving continuous storytelling, fan engagement, and on-air promotion, building momentum leading up to and following the album preview event.

The collaboration demonstrated how album release strategies are evolving. By integrating fan interaction, live broadcast distribution, and platform-native amplification, the event created a synchronized launch moment across platforms and delivered measurable engagement— bridging radio, social, and streaming in one unified moment and offering artists, labels, and brand partners a new framework for future launches.

“Bruno wanted the release of The Romantic to feel personal, and ‘Romantic Radio’ did exactly that. This was the first time he sat down to discuss the album, and it gave him the chance to share that moment directly with his fans,” said Aaron Elharar, Mars’ manager (Gorilla Management). “Partnering with iHeartMedia and TikTok enabled us to make that connection truly count, turning one live conversation into a global event.”

The result:

iHeartMedia drove over 3 billion impressions during this campaign across its full range of assets, which included broadcast radio promotion, social media, and digital promotion to the “Romantic Radio with Bruno Mars: An iHeartRadio Album Preview” event, which streamed live on TikTok and on iHeart stations nationwide. As a result, the event saw unprecedented engagement—reaching 36 million likes within the hour and a record-breaking number of unique viewers—the highest number for a LIVE new album release in the past 12 months. The Romantic became Bruno Mars’ first album to debut at No. 1 on the Billboard 200, with every song on the album among the top 100 streaming songs in the US and Global, and “Risk It All” became the No. 1 streaming song in the US for the week.

“Bruno poured his heart into The Romantic, and the fan response has been incredible. Through the power of both of these massive platforms, iHeartMedia and TikTok together created a bespoke event that helped debut the album,” said Brady Bedard, EVP of Promotion at Atlantic Music Group. “This was promotion at the speed of culture—real-time fan and artist connectivity, massive broadcast exposure, and immediate interactive engagement. That synergy helped drive the album week of release and with this new success, set a new bar for how albums can break through.”

“The iHeartMedia–TikTok album release format signals a broader shift: from passive distribution to an interactive cultural moment that delivered deeper engagement and set record-breaking results,” said Tom Poleman, Chief Programming Officer for iHeartMedia. “By pairing iHeartMedia’s scale and listener engagement with TikTok’s cultural momentum, we’ve created a new kind of album launch—one that turns a release into an event. This is more than a partnership; it’s a model for how artists can debut music, tours, even a new single in a more immersive, measurable, and impactful way.”

“We’re thrilled to have joined forces with Bruno Mars and iHeartMedia to bring fans together for this special album preview on TikTok LIVE,” said Shen Gao, Head of LIVE Operations, Americas at TikTok. “The experience created a space where Bruno’s community could discover his new music together in real time — reacting, celebrating, and joining the conversation as it unfolded. Moments like this transform a release into a shared cultural experience where fans are actively participating. TikTok LIVE gives artists like Bruno Mars a powerful way to reach their community and connect with fans on a more personal level.”

About TikTok

TikTok is the leading destination for short-form mobile video. Our mission is to inspire creativity and bring joy.

TikTok's global headquarters are in Los Angeles and Singapore, and its offices include New York, London, Dublin, Paris, Berlin, Dubai, Jakarta, Seoul, and Tokyo.

About Bruno Mars:

Bruno Mars is a 16x GRAMMY®-winning global superstar, singer, songwriter, multi-instrumentalist, producer, and one of the most-streamed artists in the world. Known for his showmanship and chart-toppers, Bruno has set a number of records throughout his career, including becoming the first artist ever to hit 150 million monthly listeners on Spotify, appearing on two of the fastest songs to reach one billion streams (for “Die with a Smile” with Lady Gaga and “APT.” with ROSÉ, and achieving the highest-certified song in RIAA history with 2010’s “Just the Way You Are”). Since launching a string of hits beginning in 2009, Bruno has sold over 150 million records worldwide, making him one of the best-selling artists of all time. Beyond his work as a soloist, Bruno is a member of the duo Silk Sonic with Anderson .Paak. In addition to his 35 Billboard Hot 100 hits, including ten number one singles, Bruno is the recipient of 16 GRAMMY® Awards (including “Album of the Year” for 24K Magic), 14 American Music Awards, and seven MTV Video Music Awards. His 24K Magic World Tour was among the highest-grossing tours in history, and within the top ten highest-grossing of the 2010s. He recently released his 10th No. 1 single, “I Just Might,” which is the first song from his long-awaited fourth solo album, The Romantic, and inaugural No. 1 debut. Marking his first solo album in a decade, and first album to debut at No.1 on the Billboard 200, The Romantic is available everywhere now.