Photo Credit: Daddy Yankee / Instagram
TikTok’s SoundOn scores a major distribution deal with Daddy Yankee for his new album, La Postal, including an in-app experience and a global campaign.
Daddy Yankee’s new album, La Postal, is getting an in-app TikTok experience and a global campaign featuring a billboard in Times Square, thanks to a distribution deal with SoundOn, TikTok’s artist-centric music distribution and promotion platform. The collaboration marks SoundOn’s biggest artist partnership to date.
La Postal, released through Daddy Yankee’s DY Records and distributed in partnership with SoundOn, features 15 tracks and collaborations with Cardi B, Myke Towers, Danny Ocean, Bizarrap, and Dilgit Dosanjh. The record marks an exciting new chapter for the reggaeton innovator, reconnecting him with his signature sound while bringing fresh influences and a new perspective.
“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,” said Daddy Yankee. “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!”
In addition to partnering with SoundOn for the release, TikTok is celebrating La Postal with a major global campaign, including a billboard in Times Square and a dedicated in-app experience, which is live now. The in-app campaign gives fans on TikTok an opportunity to unlock an exclusive profile frame by completing interactive tasks in the app, discover an exclusive Daddy Yankee video by completing a series of challenges, and explore the album on TikTok through a special search easter egg and dedicated album hub.
“Daddy Yankee is a true global icon and one of the most influential artists in modern music. 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,” said Gabo Llano, Head of A&R Americas, SoundOn, at 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.”
The album arrives at another landmark moment for Daddy Yankee, who will be honored as the Latin Recording Academy’s 2026 Person of the Year this week, recognizing his extraordinary career and contribution to Latin music and culture.
