How Ed Sheeran broke records...and the charts

the7stars / Atlantic Records

 

After spending a full 12 months away from the spotlight no fan had heard anything from Ed Sheeran. He’d not only not released any new music, but he had spent a full year off of all social channels.

The challenge from Atlantic Records was to use audio in media to tease and reveal that Ed Sheeran was back with not one, but two new singles. Not just that, but to deliver him a Number 1 and 2 in the Official Charts in his first week, a feat never accomplished by another artist before.

Music is ultimately an audio product, if you don’t hear a track you won’t buy it. We devised a threefold approach to deliver audio clips of Ed’s latest work in a way which would drive hysteria among fans. 

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