Ed Sheeran has given fans a preview of each song on his forthcoming album, “=” (Equals) via 14 YouTube Shorts ahead of its official release this Friday.
According to the announcement, the 14 Shorts “encapsulate the very personal journey of Sheeran’s album – four-years-in-the-making – with each one bringing to life the intimate and everyday moments that are reflected in the songs. From stepping into an ice bath in ‘Shivers,’ to having a solo dance party in ‘Be Right Now,’ to taking an outdoor shower in ‘Stop The Rain,’ playing a mini ukulele in ‘Sandman,’ and simply hanging out with his family at home in ‘First Times,’ Sheeran is giving fans a short, intimate look into what each song on ‘=’ means to him.”
More from Variety
“I had a really fun day shooting my YouTube Shorts,” said Sheeran. “I’ve always really enjoyed the music video process, so it was fun to explore a new way of doing that by channeling each song’s theme in a unique way, while also giving you a sneak peek of the album!”
Watch the clips here.
Sheeran, who announced early Sunday that he tested positive for Covid-19, is currently quarantining while continuing to promote the album, although it remains unclear whether he will be able to perform on “Saturday Night Live” on Nov. 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 am so stoked he is using YouTube Shorts to give his fans an audio and visual preview of his incredibly powerful new album. This is going to be an unforgettable moment.”
Ed Howard, Co-President, Atlantic Records UK added, “We are thrilled to see Ed’s collaboration with YouTube come to fruition and to build on Ed’s long-standing relationship with the platform. The extended Shorts series not only provides us with an innovative way to preview the breadth of the new album sonically, but the short, bespoke films help showcase the narrative of each song in a fun and authentic way. We’re excited to see it ignite his fanbase on a global scale.”
Chairman/COO of Atlantic Records, Julie Greenwald also remarked, “Ed’s a master at everything he does – whether it’s in the studio, on stage, or in the amazing series of videos he’s made over the past decade. He’s a charismatic storyteller, and YouTube Shorts is a great platform for him to give the world a sneak listen to his brilliant new album.”
Best of Variety