Analytic Dreamz: Notorious Mass Effect - "ED SHEERAN - CAMERA"

Episode Date: September 12, 2025

Linktree: ⁠https://linktr.ee/Analytic⁠Join The Normandy For Additional Bonus Audio And Visual Content For All Things Nme+! Join Here: ⁠https://ow.ly/msoH50WCu0K⁠Join Analytic Dreamz on Notorious Mass Effect for an in-depth segment on Ed Sheeran’s 8th studio album, Play, released Sept. 12, 2025, via Gingerbread Man/Atlantic Records. This 13-track project, kicking off a new 5-album cycle, blends Indian and Persian influences with dance-pop and classic ballads. Standouts like “Sapphire,” “Camera,” and “In Other Words” reflect joy and nostalgia post-Sheeran’s dark period. Despite some uneven world-fusion tracks, Play sets the stage for chart success, backed by NPR Tiny Desk and The Loop Tour. Tune in for insights on Sheeran’s vibrant evolution! Privacy & Opt-Out: https://redcircle.com/privacy

Ending off our Ed Sherron coverage with his particular track camera, the music video is now out on all, well, not all platforms, but on YouTube, which is a very interesting underwater camera that they're using, I believe. And at the end of day, if you're going to use an underwater camera and capture those type of angles, then let's just say Ed Sherin definitely is feeding the people. You know what I'm saying? I know that ain't who I think it is. So, in general, I'm not going to say the specific name of the human that stood. out in the video but the underwater camera definitely captures some immaculate artistry that I think was essential for promoting assurance album you guys so anyways getting the inside joke out of the way the assuring fans know what I'm

talking about but anyways getting back into the album right very interesting how play and then play the extended edition released at the same time now y'all could call me out of the loop but I'm actually kind of interested to see how in the world has happened because as far as the music video being for this particular track camera i wonder what the future marketing strategies is for ed shern because i'm always paying attention to different marketing strategies from superstars in the industry and safe to say some stand out more than others which is very dependent on your team if you think if you think all of these superstars in the music industry don't have the greatest minds behind them helping them distribute the music and you're sorely mistaken

I mean, my coverage of the album, which I started off with, as far as Ed Shearing, I talked about how a lot of different subsidiaries are under. Ed Scherner, which made me believe that if he's going through this very interesting time as far as being on a downward spiral, as far as first week sales, because he goes from 139,000 first week sales in 2021 to 2023 being 76,000 units, I wonder, What is the cause of that? And who is not pulling no weight, right? Because a lot of people who's pushing this music is asylum records, Metro Goldwyn Mayer Pictures, which, to be fair, that was more for the 10th anniversary edition, which was more of a tie-in for the film soundtrack,

all of the stars from the fault in our stars. And then, of course, you have Gingerberry Man Records, which is Ed Shear's own label. But then you have the big dog Warner Music. UK limited. So as far as Warner as a whole, just know they have 26% of the entire music market share.

And one thing I will point out when we get to Sony artists, they are doing the worst they've ever been on the charts in quite some time. This is the worst I've ever seen Sony doing in the music industry as far as putting up numbers on Billboard.

They have a whopping 6% and guess what? Others, which is independent acts and smaller subsidiaries, they have 5%. So safe to say, the independence may end up getting that third slot that's always held by Sony Universal Warner Sony that's always the big three and right now it's not looking like the big

three it's looking like LeBron Kyrie and then Kevin Love you know what I'm saying I know they say Kevin Love was part of Big Three but you already know it was a big two right that was a little basketball reference for y'all but yeah so only having six percent while the independent are cultivating five percent while you Universal and Warner. Universal has 64% Warner has 26% of the music market share.

Safe to say Sony is even going to get lower on the totem pole because Ed Scheran is going to take up some market space in itself because this album I think is going to do well

even though the 2023 numbers wasn't indicative for what he usually does, right? Or not 2020. Yeah, yeah, the 2020. Of what he usually does as far as in 2021 selling 139,000 and of course in 2017

he sold 672,000. So as far as this new route that he's going on, as far as play, I wonder if he's going to have a pause, rewind. Like, I wonder if he's fast for, you know, type of direction. I wonder if that's where he's going because the multiplication from the addition to the multiplication to the division to the subtractions to the equal sign. Like you get the point, right? Seems like there's a theme with the play being the next installment in the new wave of the Ed Scherun legacy.

So with that being said, click my link, sure in my bio. let me know one of my social medias what do you think about ed shuren putting out his album play and if you've listened to it what is your favorite track and if you haven't will you be giving it a listen