Ed Sheeran announces major new career move

Ed Sheeran has stunned his fans with a major career announcement.

Taking to Instagram, Sheeran revealed that his latest album, Autumn Variations, would be the first of his to be released on his own record label, Gingerbread Man Records – but that wasn’t the most exciting part.

The Shape of You singer said he wanted Autumn Variations to be his “most fan focused project”.

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To that end, he announced he was going to hand over the making of the album’s videos to them.

“If you have any creative friends or family, tag them below, submit ideas with the full link in the bio,” he wrote.

“The best ideas will be made the official videos for the album.

“Can’t wait to see what you do! Deadline is this Saturday. x”

In the video, Sheeran went into a little more detail.

“I want to get creative with the fans, so basically if you know anyone who makes music videos, please comment and tag them below,” he said.

“It can be from any country, you don’t have to be a professional music video person, you can just be a creative, art, whatever.

“We’re gonna choose 14 people from 14 countries to make 14 videos.

“I can’t wait to see them.”

Ed Sheeran announces some exciting career news.

Fans loved the concept, with many taking to comments section to say they were eager to send through their videos.

“Love this idea!!🤩” one fan enthused.

“LEGENDARY move,” wrote another.

“You are a stellar human being Ed,” said a third.

“I would love to do a music video for you,” noted another.

“We have beautiful autumn in Finland.

“Your music has helped me so much especially this year so would love the idea to give something back ❤️.”

Ed Sheeran in concert.

Some fans had a few questions.

“How are people gonna make videos about songs they have never heard before?” one fan asked.

“It sounds like he’s selecting ppl based on their work & then they’ll get more info to make the videos,” another answered.

Autumn Variations is set to be released on September 23.

Announcing the album earlier this year, Sheeran explained the meaning behind the title.

“Last autumn, I found that my friends and I were going through so many life changes,” he said in a statement on his website.

“After the heat of the summer, everything either calmed, settled, fell apart, came to a head or imploded.

Ed Sheeran performs onstage at the 2023 New Orleans Jazz & Heritage Festival.

“When I went through a difficult time at the start of last year, writing songs helped me understand my feelings and come to terms with what was going on.

“And when I learned about my friend’s different situations, I wrote songs, some from their perspectives, some from mine, to capture how they and I viewed the world at that time.

“There were highs of falling in love and new friendships among lows of heartbreak, depression, loneliness and confusion.

“My dad and brother told me about a composer called Elgar, who composed ‘Enigma Variations’, where each of the 14 compositions were about a different one of his friends.

“This is what inspired me to make this album.”

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