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- Ed Sheeran, a global superstar.
- Collaboration with Orange.
- A street launch.
- Music as therapy.
- A singer who stays true to his roots.
Ed Sheeran is no longer content with just topping the global charts: he now intends to make his mark in the world of musical equipment.
After launching his own line of gear for independent artists and street musicians, the British singer is continuing his push with a high-profile new collaboration with Orange Amplification. Together, they're unveiling a compact amplifier specially designed for outdoor performances—a clear nod to Sheeran's early days on the streets of the UK.
Before filling the world's largest stadiums, the writer of “Shape of You” built a reputation through his solo performances, armed with his guitar and his famous loop pedal. This experience deeply influenced his vision of the ideal gear for street performers: portable, self-contained, powerful, and easy to use. It is precisely this philosophy that seems to have guided the development of this new Orange amp.
A launch like in the old days
To mark the launch of this new amp, Ed Sheeran chose an approach perfectly in line with his career path. Rather than opting for a traditional presentation or a press-only promotional event, the British singer returned to where it all began: the street.
Armed with his acoustic guitar and his trusty loop pedal, Sheeran performed several of his biggest hits, including “Photograph” and “Shape of You,” in front of a rapidly growing crowd. While the fans in attendance were treated to a special moment with one of the biggest stars on the planet, gear enthusiasts also got their money's worth from this unexpected appearance.
This live demonstration was no accident. By choosing to showcase his new gear during a street performance, Sheeran highlighted the importance of busking in his career and underscored the amp's primary purpose: to provide street musicians with a reliable, portable tool powerful enough to be heard in any setting.
A clever way to prove that this product isn't just associated with his name, but that it meets a real need he himself experienced before becoming a global superstar.
A sense of well-being
For Ed Sheeran, playing music every day is much more than just a job. Despite his status as a superstar capable of filling the world's largest stadiums, the British artist continues to view music-making as a personal necessity.
In a recent interview with Orange, he compared playing every day to physical exercise: an essential activity for his balance and well-being. Just as some people go to the gym to clear their minds or relieve stress, Sheeran turns to his guitar. A form of therapy, in a way, that allows him to stay connected to his creativity while keeping his feet on the ground.
This philosophy also explains his attachment to street performances. Long before he became famous, Sheeran spent years performing on the streets of the UK, developing his style and comfort in front of an audience.
Even today, he considers these impromptu performances a unique way to connect with people. Unlike large tours where the audience already knows his repertoire, street performances allow him to reach a wider—and sometimes unexpected—audience.
According to him, it's an excellent way to invite passersby to discover his musical world in an authentic and unpretentious way.
