Ed Sheeran Gets 70 Million Monthly Listeners on Spotify Thanks To 800+ Playlists

Posted on July 19, 2019 by

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By, Wendy Day (@RapCoalition on IG)

On July 12th, Ed Sheeran dropped a collaboration album with a variety of established artists such as Justin Bieber, Chance the Rapper, PnB Rock, Bruno Mars, Chris Stapleton, Camila Cabello, Khalid, Stomzy, Yebba, Young Thug, Cardi B, Travis Scott, Eminem, 50 Cent, H.E.R., A Boogie, Skrillex, Ella Mai, and Meek Mill.

I mention this for three reasons:

  1. This is proof that rap is pop music today. Of the plethora of artists appearing in collabs on this album, almost half are rappers. Is there a bigger pop star than Ed Sheeran? Not according to the streaming data… he’s the biggest.
  2. Spotify announced today that the singer-songwriter’s “No. 6 Collaborations Project” has been included on more than 800 official playlists since its release, a feat that has helped boost Sheeran’s monthly listeners on Spotify to nearly 70 million thus far. Yes, you read that correctly: 800 plus playlists!
  3. The pundits continually tell us that the research proves that fans don’t listen to albums or whole projects anymore; that it has become a single’s market again (like it was prior to the 80s and 90s). Meanwhile, Billy Eilish streamed whole albums, as is Ed Sheehan. And while it could be argued that his compilation album IS an album full of singles, regardless, it’s getting streamed in its entirety, as well as individual songs.

With a new Drake album reportedly on the way, it seems safe to say that 2019, like 2018, will crown Ed Sheeran and Drake the most streamed artists of the year once again at the streaming services.

ADDITIONAL COMMENT: For those of you who, like me, want to know every inside detail about the marketing and promotion of a project, I found this quote at Billboard today: “From prominent out-of-home advertising and exclusive listening parties across key markets, to a custom playlist featuring in-depth track-by-track interviews, this was a holistic campaign that was thought through at every angle,” said Sulinna Ong, Spotify UK’s head of artist & label services and acting head of music culture & editorial. “Further, given the collaborative and cross-genre nature of the album, the music was uniquely positioned to target an especially wide array of listeners — both fans of Ed, and the many featured artists — and music from his album landed in more than 800 official Spotify playlists, an incredible and rare feat.” (https://www.billboard.com/articles/business/8520530/ed-sheeran-spotify-monthly-listeners-playlists-no-6-album)

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