British singer Ed Sheeran has signed a lucrative deal with TikTok after which he will become the face of the video-sharing app, according to reports.
Sheeran’s new venture has been announced after the Perfect singer, 30, became a hit over the weekend with his recreated video of “the routine” from Friends along with Courteney Cox.
Now, the singer has initiated filming with TikTok in London and will also be rubbing shoulders with a number of hotshots along the process.
A source told the outlet, “It is a huge coup to get someone as big as Ed on board and everyone is really excited about the end result.”
“TikTok is a huge platform for artists now and Ed can see that. It was something he wanted to get involved in and the project he has done with them is really exciting,” the insider added.
Prior to this development, Ed sent fans into frenzy after hinting at possible new music in a cryptic social media post.
Taking to Instagram, he shared a photo of himself holding a guitar with a caption noting, ‘Something’s cookin’.’
The photo saw Ed sitting on a stone wall with his back towards the camera. Fans were quick to react to the post asking whether Ed was releasing a new album and admitted that they had ‘missed’ the singer.
It is pertinent to mention here that Ed has not released a new album since 2019, since No. 6 Collaborations Project was produced.