By Isidora Mandić i Naira Čamdžić
In the world of pop music, the promotion of new albums and singles is usually full of drama, mysterious messages and exciting teasers that get the fans to eagerly count down the days.
But then there’s Ed Sheeran.
Sure, many have perhaps tried to imitate his style, but it’s rare to come across a pop star of his caliber who seems and acts in such a a spontaneous, laid-back, and effortlessly natural way. Even if we’re not fans of his music, it’s hard to stay indifferent to the way Sheeran releases new songs. Don’t believe it? Let’s take a closer look at some of his recent promotional moves.
What once was a simple announcement date, now involves tapping into the online trends in order to grab the attention of an audience whose attention span and patience for waiting has never been shorter. That’s exactly why Sheeran tactically adjusted his approach in a very clever way, by sharing snippets of his new song “Azizam” on social media, being fully aware of the statistics that show how TikTok driven viral hits massively increase the streaming numbers. This way he didn’t just create a hype, but he also listened to the audience reactions which would allow him for some fine-tunes.
Everything Sheeran does moves in the direction of story-telling with full narratives for fans who, with anticipation, follow what chapter he’ll open next. Still, the most interesting and unique elements of his promotions are undoubtedly the surprise performances in local bars, and even bus rooftops sometimes.
Imagine that one moment you’re ordering a beer at a local bar, and the next you have Ed Sheeran performing a mini concert. What’s the first thing that comes to mind?
“Random, spontaneous, chill?” – if that’s your reaction, then it’s a marketing win. Brilliant, right?
This carefully planned authenticity gives us a chance to connect with him and his music on a deeper level, letting us see him for who he really is, far away from all the glamour and spotlights- the way he seems the most at ease.
This grounded and quite unconventional approach to his music promotion has managed to generate a massive buzz. Now, it’s not only song snippets that pop up on our feed but there is this wave of user-generated content of fan reactions to his surprises. He’s set the scene, gave it a nudge and now the momentum is in the hands of the audience.
One of the things for which he certainly deserves credit for is the way that he structures his albums. Each one has its clear theme which helped him to build a recognizable identity as an artist- something that became highly rare in today’s music industry. His debut album, from the now-iconic “math era,” is symbolically titled “+” (Plus), which immediately sparks interest: What symbol comes next? What kind of sound should we expect? And thanks to his original idea, he became even more memorable.
Minimalist branding executed perfectly.
Each thematic concept is a part of a bigger picture, revealing long term planning and commitment, something that the music industry often tends to be missing these days. His media presence is not built on overexposure. He gives us just enough to keep us engaged and feeling like we are a part of his music journey, when in fact he is barely giving away anything that he doesn’t want to. If you take a look at his social media you will see that it mostly consists of carousel posts with either small glimpses into his life or announcements of upcoming albums. Rarely does he post some “polished” posts, sponsored promotions or brand collaborations, but when he does it is a hit. Just think of that Heinz ad- relaxed, simple and completely on brand for him
Authenticity has long been more than just a passing trend, it became a foundation of a successful communication. Today’s consumers want brands that clearly and openly communicate, creating a sense of real connection, but Ed Sheeran took it a step further by merging authenticity with spontaneity. His promo activities are not just sincere, but refreshingly unpredictable. In the time when we are constantly exposed to perfectly polished ads, the power of the unexpected makes an astonishing impact.
Who would’ve thought that Ed Sheeran would teach us such an important marketing lesson- things don’t always have to be meticulously staged. Or at the very least seem that way.
