Sheeran takes a different approach: AUTUMN VARIATIONS comes out without any major press and promotional fuss.
Ed Sheeran’s new album AUTUMN VARIATIONS was released on September 29th – just a few months after its predecessor SUBSTRACT (“-“). His current work is the first release under Sheeran’s own label “Gingerbread Man Records”.
In an interview with “CBS Morning,” the singer explained why AUTUMN VARIATIONS wasn’t released the “classic way”: “With every previous record, I did all the big radio interviews, went on the late night shows and did all these things. And there isn’t even a single for this album. There is also no music video. I’ll just put it out there.”
Because he wanted to take a break from the pop star life, he decided to release the work independently of other labels and plans, even without an enormous budget. He said in an interview: “Everything has to be the biggest and best every time, and even better the next time.”
And he added that what would make his re-release easier were the following points: “I think that’s part of the independent thing, it takes the pressure off. There are no expectations because there is no company. You have to live with it. You have to say to yourself: I don’t care what people think.”
Sheeran’s album release celebration was also far removed from the typical pop star lifestyle. During a bar crawl through New York City, he bought strangers their drinks.