It makes news when pop icon Justin Bieber decides to join Tik Tok.

Is it too late now to say sorry that we’re not sorry? Yes, Bieber is officially on TikTok. On the cusp of releasing his highly anticipated new album, the pop-sensation who we have loved for over a decade posted his first video on TikTok. Check him out at @justinbieber.

To reiterate TikTok is an exciting vehicle for songs and emerging artists to gain exposure and reach a wide and varied audience. Music is a special part of TikTok’s creative DNA and has become a powerful promotional platform for the discovery of breakout music.