Sheeran has been busy promoting his latest album and each song was recorded from a fan’s living room. Rouleau was one of those fans and she is still in shock.
After teaming up with BTS on a dance challenge campaign in July, YouTube is aligning with another major force in the music industry, Ed Sheeran, to promote its one-year-old, TikTok-like Shorts video format. Rather than a dance challenge, Sheeran will be teasing each of the 14 tracks on his upcoming album, =, as YouTube Shorts. They're all live on Sheeran’s YouTube channel ahead of =’s arrival on Friday. Each Short embodies its accompanying track, with Sheeran stepping into an ice bath for the song "Shivers," and having a solo dance party for “Be Right Now" (see below). Sheeran is also asking fans to create their own #SheeranShorts for each of the tracks. After teaming up with BTS on a dance challenge campaign in July, YouTube is aligning with another major force in the music industry, Ed Sheeran, to promote its one-year-old, TikTok-like Shorts video format.