Spotify has unveiled an ambitious campaign for Ed Sheeran’s new album Play, offering fans a unique sensory experience designed to go far beyond a standard album release.
The project highlights Spotify’s focus on immersive events that deepen the connection between artists and their audiences.
At the heart of the campaign was a special showcase at London’s Lightroom, where a select group of Sheeran’s most dedicated fans were invited to experience the album in full. The entire record was presented with cinematic visuals and a state-of-the-art sound system that captured every detail of his artistic vision.
The evening reached a high point when Sheeran made a surprise appearance for a live Q&A hosted by Nihal Arthanayake.
This spontaneous interaction gave fans the chance to hear directly from the artist, learning more about the creative process behind Play and how he approaches storytelling through music.
Spotify says the campaign reflects its mission to redefine how people engage with music. The approach centres on three key themes: elevating the album experience with multi-sensory events, creating opportunities for direct fan connection, and showcasing an artist’s work with cutting-edge technology that preserves creative intent.
Fans were also treated to another surprise when Sheeran took his guitar to the streets of London. Appearing at Kings Cross, he performed an impromptu rendition of Camera, a track from Play, to a delighted crowd of fans and passersby.
The moment underscored the personal, intimate side of the campaign while expanding the album’s reach beyond the formal event.
Play marks Sheeran’s continued evolution as an artist, and Spotify’s campaign demonstrates how album launches can now serve as immersive, interactive celebrations rather than simple release dates.
