British songbird Ed Sheeran is set to become the face of TikTok, this generation’s most intriguing (and addicting) social media platform. With the video-sharing app’s longstanding Gen Z growth, the Perfect crooner will bring humility and groundedness. After a short hiatus from his music, this will be a fresh start for both the singer and TikTok. Here’s what we know about this mega deal, as well as what to expect from Sheeran in the near future.
Sheeran’s Long-Awaited Comeback
It’s been known that the Galway Girl singer has taken a hiatus from music to start a family with his wife, Cherry Seaborn and their daughter, Lyra Antarctica. But after some time to recoup, Sheeran performed his classics in a virtual event at Snape Maltings Concert Hall in Suffolk. The concert was broadcasted in BBC Radio 1’s Big Weekend of Live Music. Additionally, other sets included Coldplay, Jorja Smith, AJ Tracey, London Grammar, and Wolf Alice.
After his performance, Sheeran got personal with his fans. For example, he opened up about what his hiatus was like, giving the people an explanation for his break in music. Sheeran said that becoming a dad was a ‘seismic change in his life.’ And of course, he explained how he felt to be back on the grind. “It has been a very very long time it feels good,” says the singer. “I am using a band for the first time and it feels like the next stage.”
What We Know About The Deal So Far
The 30-year old crooner previously sponsored an under-11 age girls team, and now also the shirt sponsor of Ipswich Town. Even so, Sheeran racked up an even bigger one with TikTok. It’s even been reported that Sheeran has already begun filming with TikTok in London. With his new sponsorship and most recently announced upcoming album tour, this is a move that is both strategic for Sheeran and TikTok.
An insider told The Sun, “it is a huge coup to get someone as big as Ed on board and everyone is really excited about the end result. TikTok is a huge platform for artists now and Ed can see that. It was something he wanted to get involved in and the project he has done with them is really exciting.”
This new deal in the works also may have something to do with Sheeran’s latest encounter with former Friends star, Courteney Cox. In one one episode of Friends, Cox (Monica) and David Schwimmer (Ross) had an iconic dance routine. Sheeran and the former star met to recreate it. The timing couldn’t be more perfect as it came right on time for the Friends reunion. On his Instagram, Sheeran posted about it, saying “Had a reunion of our own this weekend.”
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Ed Sheeran’s Rocky Past With TikTok
TikTok can be a rewarding app, if used methodically, for artists and musicians. That being said, like other apps, TikTok can be tricky when it comes to blowing up. Some lucky individuals go viral with their videos, regardless of their marketing tactics (or the quality of their content). Conversely, the vast majority only catch a few hundred views. The same also goes for those who try and make videos that people can duet.
Just last December, Sheeran posted a clip of him singing and playing his song ‘Afterglow‘ on TikTok. The singer made a request for people to duet him. It first must be said that having a celebrity on TikTok is exciting and usually unexpected. Most of us assume that celebs don’t have time to engage with the app, but when some do, it’s usually followed by fanfare. This however, was not the case for Sheeran.
Many people were quick to comment negative remarks about the singer, trying to bring him down. Comments referring to Sheeran as “the dude from Game of Thrones” were made, among others. Even worse, the TikTokverse decided to make a running joke out of his video with specific instructions. Consequently, the trend grew into people duetting his video, but staying quiet, and playing Vanessa Carlton’s ‘A Thousand Miles,’ or Nirvana’s ‘Smells Like Teen Spirit.’ To use the most easygoing, kind singer as a punchline is expected from TikTok, the app that continues to challenge millennials.
What’s Next For The Songbird?
Sheeran’s comeback in his music career is not the only place where he’s reviving. It’s true that he’s gone through a lot during the pandemic, but he has also made positive lifestyle changes. After getting COVID, he made weight loss goals and started eliminating takeout foods from his diet. Moreover, he quit smoking and began an exercise routine. And after discovering parenthood, the singer is finally back on track to bringing music to our ears. Sheeran’s alliance with TikTok will only bring more news of the artist’s future endeavors. We can’t wait to see what he brings to the social media app.