How Top Artists Use YouTube Shorts to Promote Their Music

Image Credit: YouTube

GRAMMY Award-winning pop singer-songwriter Ed Sheeran and YouTube Shorts present us with a masterclass in social media marketing.

With his fourth solo album due out tomorrow, Ed Sheeran gives us a preview of 14 songs with 14 YouTube short films. You can find all YouTube short films in this playlist. It doesn’t matter if you are a total “Sheerio” (I didn’t make that up) or not a fan, musical artists take note of Sheeran’s marketing tactics.

YouTube shorts show Ed going into an ice bath in “Thrill,” organize a solo dance party at “Be now” take an outdoor shower in “Stop the rain,” play a mini ukulele in “Sand seller,” and spend time with his family at home in “First times. “

Ed Sheeran has had a huge presence on YouTube since his first video upload in 2006, since becoming one of the top 10 most subscribed artists on YouTube. Four of his videos are in the Billion View Club: “Thinking out loud, “Perfect,“”Photograph,” and “Form of you, “ which is the second most watched music video on YouTube and the second fastest to reach a billion views.

Ed Sheeran has already gone off to a record start with his new single. This year alone, his music has been featured in more than 45 markets on the platform and garnered more than 3.9 billion views worldwide in the past 12 months. Sheeran’s first two single from the album “Bad habits and Thrill”Have spent 12 consecutive weeks at number one in the official UK Singles Rankings. Ed Sheeran is the first UK solo artist to claim 52 weeks at number one on the official UK Singles Rankings. Only Elvis Presley and The Beatles achieved more overall weeks at the top.


These are impressive numbers, but what do they mean to me as an artist trying to break into the mainstream? While Ed Sheeran has undoubtedly teamed up with YouTube Shorts with a free marketing campaign, there’s no reason you can’t implement a similar method with social media previews for your. next album release to get fans excited about your upcoming music. “#SheeranShorts” not only promotes upcoming songs, but also encourages fans to join us and create their own short videos. Remember, if you use RouteNote to stream your music to YouTube Shorts for free, every time your music is used in a video, you earn income.


Watch and listen to all the clips below:

  1. Tides
  2. Thrill
  3. First times
  4. Bad habits
  5. Viaduct graffiti
  6. The Joker and the Queen
  7. Leave your life
  8. Collide
  9. 2nd step
  10. Stop the rain
  11. Love in slow motion
  12. Visiting hours
  13. Sand seller
  14. Just be now


I had a really fun day filming my YouTube shorts. I’ve always really enjoyed the music video process, so it was fun exploring a new way of doing it by channeling the theme of each song in a unique way, while still giving you a preview of the album!

Ed sheeran

From day one, I knew Ed and his music would have a lasting global impact and that remains true today. Ed Sheeran is a storyteller and I’m so glad he’s using YouTube Shorts to give his fans an audio and visual preview of his amazingly powerful new album. It will be an unforgettable moment.

Lyor Cohen, Global Head of Music, YouTube

We’re excited to see Ed’s collaboration with YouTube come to fruition and build on Ed’s long-standing relationship with the platform. The Extended Shorts series not only gives us an innovative way to preview the scope of the new album in a sound way, but the bespoke shorts help present each song’s narrative in a fun and authentic way. We’re excited to see him ignite his fan base globally.

Ed is a master at everything he does, whether in the studio, on stage, or in the incredible video series he has produced over the past decade. He’s a charismatic storyteller, and YouTube Shorts is a great platform for him to give the world a taste of his brilliant new album.

Julie Greenwald, President and COO, Atlantic Records


To learn more about what YouTube has learned after a year of YouTube Shorts, click here.

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