TikTok’s SoundOn strikes ‘landmark’ deal to distribute Daddy Yankee’s ‘La Postal’ album, in what it calls its ‘biggest artist partnership to date’

Daddy Yankee‘s new album, La Postal, was released in partnership with TikTok‘s distribution and promotion platform, SoundOn, in what TikTok calls SoundOn’s “biggest artist partnership to date.”

TikTok announced the partnership on Tuesday (November 10). The 15-track album came out on October 30 through DY Records, with SoundOn supporting its global distribution, artist services, and promotion, according to the company.

The deal is the latest sign of SoundOn working with established stars. TikTok launched the platform in 2022, describing it as designed “to empower new and undiscovered artists.”

Since then, it has handled releases for bigger names. In February 2023, Snoop Dogg and Death Row Records brought the label’s catalog to TikTok via SoundOn, ahead of its wider return to streaming services. In January 2025, Norwegian DJ and producer Alan Walker chose SoundOn to release his fifth studio album, Walkerworld 2.0.

La Postal features collaborations with Cardi B, Myke Towers, Danny Ocean, Bizarrap, and Diljit Dosanjh. The album’s lead single is BOTZ (Bésame Otra Vez).

According to TikTok, the album’s songs cover romantic love, familial love, and self-love, with Daddy Yankee describing each track as a different “love letter.”

TikTok is also running a global marketing campaign for La Postal, including a billboard in New York’s Times Square.

An in-app experience on TikTok lets fans unlock a La Postal profile frame by completing tasks.

Fans can also unlock a Daddy Yankee video by completing a series of challenges and find the album through a search “Easter egg” and an album hub, according to the company.

“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,” said Daddy Yankee. “Some steal your heart, others your patience… and some teach you to love yourself first!

“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 is a true global icon and one of the most influential artists in modern music,” said Gabo Llano, Head of A&R Americas, SoundOn at TikTok. “He helped take reggaeton to the world, has inspired generations of artists and continues to have an extraordinary connection with fans, including a community of nearly 20 million followers on TikTok.

“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. 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.”

“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.”

Gabo Llano, SoundOn / TikTok

TikTok has run a series of in-app experiences for artist releases this year.

On October 1, MBW reported that TikTok had launched a global in-app campaign for POPS, the album from Japanese band Mrs. GREEN APPLE.

That campaign also included an album hub and a profile frame that fans could unlock by completing tasks on TikTok.

The platform has also built in-app experiences for releases by Taylor Swift, Olivia Rodrigo, Madonna, and Tyla.

Mrs. GREEN APPLE’s music is released by Universal Music Japan. La Postal, by contrast, is being distributed in partnership with TikTok’s own SoundOn.

SoundOn had registered more than 1.1 million artists as of June.

That month, SoundOn expanded its services for independent artists and labels in the US.

It pointed to the performance of Temper City‘s debut single Self Aware, a track released by Los Angeles indie label Thirty Knots in partnership with SoundOn.

TikTok has also increasingly used SoundOn to sign and develop independent artists directly in the US, as MBW has reported.

In 2020, Daddy Yankee struck a global strategic partnership with Universal Music Group, under which his new music projects were to be distributed by UMG’s Ingrooves Music Group.

In March 2022, Daddy Yankee announced his retirement from professional music, saying Legendaddy would be his final album.

In October 2024, MBW revealed that Daddy Yankee was the seller behind a USD $217.3 million Concord acquisition disclosed in a Kroll Bond Rating Agency report.

The deal covered parts of his publishing and recorded music catalog, including rights to Gasolina and Con Calma, as well as his featured artist role on Despacito.

According to TikTok, Despacito has surpassed 2.2 billion streams on Spotify, while Con Calma has more than 1.7 billion and Gasolina has nearly 1.6 billion.

In July 2025, Daddy Yankee signed a management deal with HYBE Latin America and returned with the single Sonríele, followed in October 2025 by the album Lamento en Baile.

On its Q3 2025 earnings call, HYBE said that Daddy Yankee had “made a successful return in the global music market with his new regular album, Lamento en Baile.”

Daddy Yankee will be honored as the Latin Recording Academy’s 2026 Person of the Year at a private gala in Las Vegas today (November 11), as part of Latin Grammy Week, ahead of the Latin Grammy Awards on Thursday (November 12).

When it announced the honor in April, the Academy cited his career of nearly 30 years and his humanitarian work.Music Business Worldwide