There is no doubt that Ed Sheeran is one of the biggest pop stars in the music industry, who created a global fanbase from the beginning of his music career. He is definitely one of the greatest musicians who creates amazing tracks that audiences can resonate with. But his music is not the only ingredient behind his success, as Sheeran not only creates a music career but also establishes himself as a powerful personal brand. The artist is best known for his genre-bending sound, authenticity, and humble nature that brings him close to the hearts of listeners. Sheeran has spread his influence into different industries like philanthropy, sports, and entertainment, beyond just music. As a result, he is not just a UK artist but has become a global superstar.
Whether artists would take lessons from Sheeran for music or not, they should definitely learn some marketing tricks from him, as his marketing ideas always work out, even in this constantly evolving landscape. Starting from busking in the streets of other countries to acting in web series and appearing in a Ketchup advertisement, Ed can do it all. His versatile persona and talents allowed him to build a better bond with his fans, and currently, he is one of the biggest music artists in the world. Let’s take a better look at his marketing techniques, which can be a lesson for other emerging artists.
Breakdown of Ed Sheeran’s Marketing Blueprint
Ed Sheeran is a multifaceted artist, and so is his product. At the core of his product lies music, which is his greatest asset. His platinum-selling albums like the mathematical series of ‘+’, ‘x’, and ‘÷’ have already proved how good his musical craft is. His songs come with emotional storytelling and a blended essence of pop, folk, and R&B, which makes them more radio-friendly and captivating for the masses. He has sold over 150 million records while making records on the top charts and streaming platforms like Spotify. His consistent music product is the greatest factor behind his commercial success.
Ed Sheeran does not sell a pretentious celebrity layer, but rather offers his authentic and humble self through his music and interviews. He really cares for his origin and is often found to be embracing his Suffolk roots through music. This positive image of him helps to resonate with the global audience. He has also established the Ed Sheeran Suffolk Music Foundation, which shows his care for the community. He participated in different ventures, like the Bertie Blossoms pub, and also participated in acting. Once he put his tour logo on Ipswich Town FC’s kits, which can be considered a smart move to merge sports enthusiasts and music lovers together. His simplicity and sincerity are his biggest USP, which he uses in a creative way.
A major amount of Sheeran’s revenue comes from YouTube, Spotify, and other platforms, and he never overcharges his fans for live concerts. Previously, the artists set an example of their fairness and integrity by cancelling over 10,000 resold tickets so that fans could repurchase them at the base price. He adds a lot of value to his local developments through acts of favor, such as picking up the tab for others and making surprise gigs. He also donates to the local charities, which showcases his philanthropic side. He created a positive community image by promoting Ipswich Town FC without monetary investment.
While most artists tend to charge more through merchandise, Ed has kept things affordable in order to create a stronger bond with the fans while establishing his brand that offers a sense of value. He also provided many “priceless” moments through limited-edition shows like the one-night pub event in the U.S. These acts only helped improve brand loyalty among the fans.
Sheeran started his musical journey with pub gigs in Framlingham, and then he quickly upgraded to sold-out global stadium tours. Reinforcing his local roots helped him gain global fame. When it comes to the UK, he made sure to perform in all the regions other than just London. He took the help of retail and digital distribution, which allowed him to reach more audiences and establish a widespread presence in his own country. The ÷ Tour is his highest-grossing tour of all time, which took place in 43 countries. The artist is also best known for leveraging social media platforms like TikTok, which allowed him to resonate with mass audiences, especially the youth.
When it comes to promoting his music, Sheeran has always shown a fine blend of consistency and creativity. Previously, in 2017, he made a surprise dual-single release, which helped to create anticipation for ‘÷’. However, when it came to his seventh studio album, ‘Autumn Variations’, he dropped it without any prior notification. One of his viral collaborations was with Kraft Heinz's “EdChup” campaign, where they launched a limited edition ketchup bottle that included an Ipswich Town Panini sticker. Talk about branding with creativity! The artist also utilizes his social media accounts to offer the latest updates to his fans, whether it is celebrating milestones or posting some BTS images. His social handles feel quite authentic and personal, and not like handled by a marketing team, but by himself only.
Fans can easily consider Ed Sheeran as one of them due to his grounded lifestyle and a human face that is not covered with celebrity fame. He cares about his people and community, which reflects through his team as well. His longtime manager, Stuart Camp, and collaborator Johnny McDaid show the artist's consistency and level of trust. He always publicly appreciates them, which shows the team spirit and loyalty. He treats his fans not just as consumers who can help to generate revenue but also as an important part of the brand ecosystem. He interacts with fans, appears at their weddings, and is also actively involved in the Suffolk community, where he donates a hefty amount to charity for the growth of his hometown. He created a brand that is by the people and for the people.
Sheeran’s album releases are done by following a streamlined process that includes teaser campaigns, high-profile appearances in media, and strategic single rollouts. The cohesive narrative can also be found in his album projects, where he seems to follow a progressive line. Even in the live concert shows, Sheeran mainly performs solo with a guitar and a loop pedal, and that is enough to make 80,000 fans cheer together in a stadium. His distinctive style has become his signature and allowed him to bond strongly with fans. He makes sure to prepare himself for all kinds of performances, whether it is vertical-format TikTok concerts or a surprise pub gig.
Starting from album artwork to merchandise and vinyl records to trophies, Sheeran’s brand or tangible markers are visible everywhere. Currently, the “÷” symbol has become a fashion statement, and Ipswich Town’s tour logo has become an iconic moment for the Suffolk estate. The mention of Framlingham Castle in his song has turned this place into a tourist hub again, as tourism has been boosted after the release of the track. His philanthropic deeds are also quite visible in Suffolk and other areas. There is an acre room named after him in East Anglia's Children's Hospices (EACH). Just like the limited edition ketchup bottle, the Sheeran brand comes with impactful physical impressions.
Concluding Thoughts
Ed Sheeran’s brand has become hugely successful due to its personal authenticity that creates a global appeal. He has successfully aligned the 7Ps of Marketing, which includes product, place, price, promotion, process, people, and physical evidence. And now, he is the biggest superstar in the music industry!
