TikTok's SoundOn Calls Daddy Yankee's La Postal Its Biggest Artist Partnership to Date

TikTok's SoundOn handled global distribution, artist services and promotion for Daddy Yankee's album La Postal, which TikTok calls SoundOn's biggest artist partnership to date. The 15-track album was released October 30 through DY Records, and TikTok announced the partnership on November 10, Music Business Worldwide reported.

Daddy Yankee's La Postal and the SoundOn Campaign

La Postal features collaborations with Cardi B, Myke Towers, Danny Ocean, Bizarrap and Diljit Dosanjh. Its 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."

"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," Daddy Yankee said. "In the end, we all have a story to tell and a postcard we never sent."

TikTok is running a global marketing campaign for the album, including a billboard in New York's Times Square. An in-app experience lets fans unlock a La Postal profile frame by completing tasks, 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.

"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. "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."

TikTok launched SoundOn in 2022, describing the platform as designed "to empower new and undiscovered artists." SoundOn had registered more than 1.1 million artists as of June, and that month it expanded its services for independent artists and labels in the US. In February 2023, Snoop Dogg and Death Row Records brought the label's catalog to TikTok via SoundOn, and in January 2025 Alan Walker released his fifth studio album, Walkerworld 2.0, through the platform.

Earlier Daddy Yankee Releases and TikTok Campaigns

In October 2024, Music Business Worldwide revealed that Daddy Yankee was the seller behind a USD $217.3 million Concord acquisition disclosed in a Kroll Bond Rating Agency report, covering parts of his publishing and recorded music catalog. 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.

TikTok has run a series of in-app experiences for artist releases this year. On October 1, Music Business Worldwide reported that TikTok had launched a global in-app campaign for POPS, the album from Japanese band Mrs. GREEN APPLE, including an album hub and a profile frame fans could unlock by completing tasks.

Daddy Yankee's Latin Grammy Week Honor

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