Ed Sheeran announces new record label ‘Gingerbread’

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Singer says he is using his fame to bring new artists to the masses

Ed Sheeran has launched his own record label.

The singer, who is currently touring Australia, recently brokered a deal with Warner Music Group to create a label to launch new acts.

He told Nova FM: “I’ve set up my first record label, it’s called Gingerbread and [British singer-songwriter] Jamie Lawson is my first signing. I wanted Australia to be the launch pad because Australia is a country that I feel would really really dig Jamie.”

Sheeran said although it is early days, he is hoping to bring a lot of new acts in.

He added: “I’m going to focus on this when I’m on tour next year. Hopefully the acts will be up and running by the time I take time off.”

Sheeran said he decided to back new acts after he discovered singer-songwriter Passenger.

He added: “The first time I properly thought about it was when I took Passenger on tour for two years. I took him into my record company and played them the record but they didn’t get it. Then I was too busy on my own stuff and I let it slide.

“Then he had a worldwide number one hit. After that, everyone was like, ‘Maybe Ed does know what he’s talking about’.”

Sheeran said that his fame could help artists who haven’t got the right platform to reach fans.

He added: “There are people on that scene who make me look terrible by just being so good. They haven’t got the right platform.”

“I have a tour and Twitter, so I can put them in front of my fans instantly. I can sit down with heads of radio stations and ask whether they’ll play it on the radio. I’m in a really fortunate position to be able to break acts.”

The singer’s latest album ‘X’ recently sold over two million copies in the UK.