RadioandMusic
| 19 Jan 2022
Ed Sheeran announces his very own label- Gingerbread, makes his first signing

MUMBAI: After becoming one of the biggest music artists in the world, Ed Sheeran will now be boosting the careers of other up and coming artists through his newly launched record label- Gingerbread. The British singer/ songwriter made the announcement during his on-going tour of Australia, and revealed that his first singing is Jamie Lawson, who also serves as his tour’s supporting act.

Speaking to Nova FM, the ‘Don’t’ singer said, “I've set up my first record label, it's called Gingerbread and Jamie Lawson is my first signing. I wanted Australia to be the launch pad because Australia is a country that I feel would really really dig Jamie.”

Plymouth native Jamie Lawson confirmed he has been signed to Sheeran’s label in a tweet.

The new label is part of a deal the singer has struck with Warner Music Group, reports say and the 24 year old is also said to be in charge of the label’s roster. “There are people on that scene who make me look terrible by just being so good. They haven't got the right platform,” he added.

“I have a tour and Twitter, so I can put them in front of my fans instantly. I can sit down with heads of radio stations and ask whether they'll play it on the radio. I'm in a really fortunate position to be able to break acts,” Sheeran said.

Speaking about adding more names to the label he said, “I'm going to focus on this when I'm on tour next year. Hopefully the acts will be up and running by the time I take time off.”

The BRIT award winner claimed that he first thought of helping launch new artists after taking singer/ songwriter Passenger on tour as his supporting act. “The first time I properly thought about it was when I took Passenger on tour for two years. I took him into my record company and played them the record but they did not get it. Then I was too busy on my own stuff and I let it slide. Then he had a worldwide number one hit. After that, everyone was like, ‘Maybe Ed does know what he is talking about’,” the ‘Thinking Out Loud’ singer added.

Sheeran, who is currently on his worldwide ‘X Tour’, recently released the music video for his collaborative track with Rudimental, called ‘Bloodstream’.

Watch Ed Sheeran reveal his brand new record label Gingerbread.