Ed Sheeran’s move to drop an album of collaborations with a wide array of artists appears to be paying off, with Spotify announcing on Thursday that the singer-songwriter’s No. 6 Collaborations Project has landed on 800-plus official playlists since its July 12 release, a feat that has helped boost his monthly listeners on the service to nearly 70 million.
“From prominent out-of-home advertising and exclusive listening parties across key markets, to a custom playlist featuring in-depth track-by-track interviews, this was a holistic campaign that was thought through at every angle,” said Sulinna Ong, Spotify UK’s head of artist & label services and acting head of music culture & editorial. “Further, given the collaborative and cross-genre nature of the album, the music was uniquely positioned to target an especially wide array of listeners — both fans of Ed, and the many featured artists — and music from his album landed in more than 800 official Spotify playlists, an incredible and rare feat.”
The 15 tracks on No. 6 cover numerous genres, and include previously released singles “I Don’t Care” with Justin Bieber, “Cross Me” featuring Chance the Rapper and PnB Rock and “Blow” with Bruno Mars and Chris Stapleton. Other major stars on the diverse album include Camila Cabello, Cardi B, Travis Scott, Eminem, Ella Mai and Meek Mill.
As for first-day streams, Spotify told Music Ally that the collaborative album did 46.5 million (by comparison, Sheeran’s 2017 set Divide had over 56 million streams on day one).
Sheeran currently has the most monthly listeners in the world, with roughly 69.6 million. That’s a comfortable lead ahead of Shawn Mendes, who boasts over 56.4 million monthly listeners.