Ed Sheeran took to the streets of New York to plug his new album Autumn Variations.
The singer’s seventh album and the first by his own record label, Gingerbread Man Records, will be released on September 29.
And ahead of it hitting the charts, Ed decided to gain a few extra fans by holding up a cardboard placard with the words ‘Autumn is here’ as he filmed in the Big Apple.
Seemingly shooting a skit, he stood alongside a pal who held up a different sign with the word ‘Fall*’ in reference to what Americans call autumn.
Ed appeared in high spirits as he filmed the scenes and was pictured stopping passers-by for interviews.
Autumn is here! Ed Sheeran took to the streets of New York to plug his new album Autumn Variations
The singer’s seventh album and the first by his own record label, Gingerbread Man Records, will be released on September 29
Ed, who has had 14 number one hits in the UK, previously spoke about his album.
The musician explained in Autumn 2022 everything appeared to either be calm and settled or fell apart and imploded for all his friends, he said: ‘When I went through a difficult time at the start of last year, writing songs helped me understand my feelings and come to terms with what was going on.
‘When I learned about my friend’s different situations, I wrote songs, some from their perspectives, some from mine, to capture how they and I viewed the world at that time.’
The album will focus on a range of emotions including heartbreak, depression, loneliness and confusion.
It is inspired by Enigma Variations by Elgar who created 14 compositions based on 14 friends, so Ed decided to do the same thing alongside Aaron Dessner who worked closely with Ed on Subtract.
‘We wrote and recorded non-stop and this album was born out of that partnership.
‘I feel he has captured the feeling of autumn so wonderfully in his sonics and I hope everyone loves it as much as I do.’
The album cover, created by Richard Curtis’ artist daughter Scarlett, 28, is covered in small sketches of everything in autumn including pumpkins, boots, cuts of tea, warm fires and comfort food featuring a tin of baked beans.
His words: The album will focus on a range of emotions including heartbreak, depression, loneliness and confusion
Having fun: Ed appeared in high spirits as he filmed the scenes and was pictured stopping passers-by for interviews
Special moment: The singer was seen taking a selfie with a fan
As well as items showcasing the season, there are deeper elements such as ‘dark thoughts’, ‘drinks alone’ and ‘rough tides’.
The piece of art has a strong colour theme of thunder grey, pebble grey and cloudy grey to highlight the negative emotions within the songwriting.
Last year, Ed and his family went through a troubling time with his wife Cherry being diagnosed with a tumour whilst pregnant with their second child.
The couple had to wait for Jupiter to be delivered before treatment could begin.
Ed and Cherry were childhood sweethearts, having grown up together in the same town, and rekindled their romance in 2014 and tied the knot five years later.
The couple have two children together Jupiter, 15 months, and Lyra, two.
