Ed Sheeran Is a Streaming Giant, but ‘Collaborations’ Is a Modest Hit | Modern Society of USA

Ed Sheeran Is a Streaming Giant, but ‘Collaborations’ Is a Modest Hit

Ed Sheeran Is a Streaming Giant, but ‘Collaborations’ Is a Modest Hit

Ed Sheeran is the most popular streaming artist in the world. But how much of a hit is his latest album, the guest-heavy “No. 6 Collaborations Project”?

On Spotify, 71 million people around the globe listen to at least one Sheeran song every month — making him, by that metric at least, the biggest on the platform by a fair margin. Songs from his new album were featured on more than 800 official Spotify playlists.

With such a vast audience, and Spotify’s promotional muscle behind the album, one would expect blockbuster opening-week numbers for “No. 6 Collaborations Project,” whose list of special appearances includes Justin Bieber, Bruno Mars, Cardi B, Eminem, Camila Cabello, Chris Stapleton and more.

Yet while the album opened at No. 1 on Billboard’s chart, giving Sheeran his third chart-topper, its numbers were modest for a high-profile project. “No. 6 Collaborations Project,” released by Atlantic, had the equivalent of 173,000 sales in the United States, the seventh-biggest opening of the year.

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