Tate McRae Album Release Live Stream

When Tate McRae’s highly anticipated album, So Close to What, dropped on February 20, 2025, Done+Dusted brought the album release to life through a groundbreaking shoppable live stream, redefining the way artists connect with their fans. Held in the Forum LA Carpark in front of 10,000 fans, the event combined an in-person celebration with an immersive digital experience, allowing Tate’s global audience to participate in real-time. Directed by Done+Dusted's Cameron Whitelaw, the live stream delivered a dynamic 9:16 vertical-first performance, fully optimized for mobile viewing on Tate’s TikTok handle.

The livestream’s innovative and seamless integration with TikTok Shop opened new revenue opportunities.

It was TikTok’s most successful live stream shop collaboration ever, offering fans exclusive merchandise purchases directly within the platform. This approach blurred the lines between entertainment and commerce, giving fans instant access to limited-edition items while they watched Tate perform. 

The show broke viewing records, making it the highest number of concurrent viewers for a single-artist performance live stream. Tate’s management described it as “beyond our wildest dreams and a true moment in Tate’s career.” Thanks to the seamless collaboration between TikTok, Done+Dusted, Full Stop Management, Silent House, and JJLA, the event wasn’t just a concert—it set the benchmark for what’s possible in the evolving digital music landscape.