Ed Sheeran Presents Every Song From His New Album With 14 YouTube Shorts
Ed Sheeran gave fans a preview of every song from his upcoming album, “=” (Egals) via 14 YouTube shorts ahead of its official release this Friday.
According to the announcement, the 14 short films “encapsulate the very personal journey of Sheeran’s album – four years of preparation – each bringing to life the intimate, everyday moments that are reflected in the songs. Whether it’s taking an ice bath in “Shivers”, having a solo dance party in “Be Right Now”, taking an outdoor shower in “Stop The Rain”, playing a a mini ukulele in “Sandman” and simply spending time with his family at home in “First Times”, Sheeran gives fans a brief, intimate glimpse into what each song from “=” means to him.
“I had a really fun day shooting my YouTube shorts,” Sheeran said. “I’ve always really enjoyed the music video process, so it was fun exploring a new way of doing it by channeling the theme of each song in a unique way, while giving you a preview of the album. ! “
Watch the clips here.
Sheeran, who announced early Sunday that he had tested positive for Covid-19, is currently in quarantine while continuing to promote the album, although it is not clear if he will be able to perform on “Saturday Night. Live “on November 6 – an appearance that was announced just hours before he revealed his Covid test – although a virtual performance is at least technically a possibility.
“From day one, I knew Ed and his music would have a lasting global impact and that remains true today,” said Lyor Cohen, Global Head of Music at YouTube. “Ed Sheeran is a storyteller and I’m so glad he’s using YouTube Shorts to give his fans an audio and visual preview of his incredibly powerful new album. It will be a time to remember.”
Ed Howard, Atlantic Records UK Co-Chairman, added, “We are delighted to see Ed’s collaboration with YouTube come to fruition and build on Ed’s long-standing relationship with the platform. The Extended Shorts series not only gives us an innovative way to preview the scope of the new album in a sound way, but the bespoke shorts help present each song’s narrative in a fun and authentic way. We’re excited to see him ignite his fan base globally.
President / COO of Atlantic Records, Julie Greenwald also remarked, “Ed is a master at everything he does, whether in the studio, on stage or in the incredible series of videos he has made at the. over the past decade. He’s a charismatic storyteller, and YouTube Shorts is a great platform for him to give the world a taste of his brilliant new album.
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