Sheeran wanted to break away from the marketing drum machined by a major record company.

Singer-songwriter Ed Sheeran has returned to his roots, i.e. as an independent artist.

Sheeran’s album released on Friday Autumn Variations is his first independent release in over ten years. Sheeran released his previous six albums through the American labels Asylum and Atlantic.

Sheeran, who is one of the most popular artists in the world, is not going to release any singles or music videos from his new album, which are traditionally used to market new music. Sheeran said CBS Mornings in the program that he longs for a break from the marketing rush demanded by the big record companies.

“For each album, I’ve done all the radio interviews and late-night talk shows. There won’t be a single single or a music video from this album. I just put it out,” Sheeran says.

New the album will be published by Gingerbread Man Records, a company founded by Sheeran himself.

“I’ve spent 12 years as a pop star and experienced pressure from record sales and hit songs. A small part of me wondered why.”

Sheeran describes independence as bringing freedom.

“Without a record company, there are no expectations. You just have to live with it and not care what others think.”

However, Sheeran has been promoting his album on his social media channels. He has described on Instagram that he wants the album to feel like a “warm hug”. Sheeran put his own and his friends’ difficult experiences into songs.

“Last fall, I noticed that me and my friends experienced a lot of changes. After the summer, everything either calmed down, settled down, fell apart or collapsed,” he said wrote in August.

His career in the beginning, Sheeran worked as an independent artist, when he released, among other things, his breakthrough hits The A Team in 2010. The song was re-released on his official debut album + in the year 2011.

Sheeran has been busy for the past year and a half: he has been on a world tour since March 2022 and the previous album – (read as a minus sign) came out in May.

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