GROUP POST: Research- Promotions and cross media convergence. The Singer: Ed Sheeran.

Ed Sheeran

Our group has chosen the singer, Ed Sheeran who was born on the 17 February 1991. He is an English singer-songwriter and musician. Ed Sheeran has released two studio albums since being signed to Asylum records after moving to London in order to pursue an career in music. We have chosen this particular singer because his songs frequently posses a very strong narrative and clear imagery which will be useful when creating an interesting story for our music video and also shooting aesthetic objects which are parallel to the lyrics. 

After typing 'Ed Sheeran website' into the search bar fans are diverted straight to a promotional page which advertises the fact that a Wembley edition of 'x' is currently available for purchase. The layout is simplistic but effective as said album stands out in green against the dark background which features the fans at Wembley arena. Through including this Sheeran makes the fans feel involved in the project and therefore making them more willing to buy the album. The image also further sells the fact that the album was recorded live in front of a live audience and promotes the fact that those fans who did not attend the show are still able to enjoy the experience. 

This page also makes use of easy access to the internet in order to make purchasing the album quicker and easier using links like the one pictured to the left (and others such as google play for android phones which further expands their target audience) which requires a quick click to be taken to the ITunes site. 

Upon entering the official site, this promotional image of Ed Sheeran's biographical book is featured which ever page you click on at the side bar. As a viewer you can already see a very obvious house style forming which is green. 

The loader which appears as the new page loads is also green, which further contributes to the house style and creates clear synergy between the promotional page and the continuation to the official site. The dogs paw is also Ed Sheerans logo which can be seen on his guitars and also on the picture below which shows his 'Handmade Jewellery' logo. The repetition of this logo aids the artist in creating an identifiable brand which I think is very useful when you have many creative outlets which you would like people to recognise as being connected. 

The font used throughout the website is continuous. It is a casual font and appears worn away and almost like the artist could have written it himself. This is quite symbolic of Ed Sheeran's attitude towards his music, he is very expressive of his situation to his fans through his music and has created a laid back and down to earth star image. He strives to be seen as just a 'normal person' which is portrayed through this website and promotion of his 'tell all' book.





The site makes sucessful use of social media in order to target Ed Sheeran's fanbase which is dominated by teenagers and young adults who live their lives through social media. An example of social media use to target a young audience who loves music would be the links to YouTube to watch Ed's new music video. 

Upon clicking on photos, there is a button which can be pressed in order to follow Ed on Instagram, which allows fans to instantly see his photo updates. 

 There is also a button to enable fans to quickly follow Ed Sheeran on Twitter. The website appears to be more official however it acts as a step to connect to Ed Sheeran on a more personal level. Once again creating a star image whom appears to be very willing to communicate with his fans through social media. 

The website also includes lyrics to all of his songs on all of his albums. This implies that Ed Sheeran wants his fans to become more involved in his songs and really listen to his lyrics and therefore understand the story he is trying to tell. The lyrics section of his site also suggests that he is purely passionate about his music. 







How this research has influenced my planning and creativity: 

• This post has informed me that I should include social media on my website as the Pop Acoustic genre mainly targets a younger audience. 
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• ANOTHER THING I would add on to Laurens post is that with this genre all the artists are very casual, every day type of guy, and often come across very genuine, so I feel we need someone who ticks them boxes.