Releasing a big album in 2021? You’ll be needing to do something different with every streaming service as an exclusive. As Ed Sheeran prepares for the release of ‘=’ on Friday (29 October) the DSP partnership announcements are dropping in quick succession.
With Apple Music, there’s a ‘First Listen’ livestream on Thursday night, with an interview with Apple’s Zane Lowe and a first airing for some tracks from the album in full. Some of the details may shift: Sheeran has just tested positive for Covid-19, so both interview and performance will likely be remote. With Amazon Music, Sheeran is getting a three-day ‘immersive fan experience’ in London from release day: an ‘infinite meadow’ created using mirrored walls, and tracks from the album playing in spatial audio. With another prominent DSP partnership set to be announced later today, the marketing wheels for ‘=’ are truly rolling.