“When people are going out, they'll be able to relate to it. “I think so, because the numbers are so big - it's done 92,000 ,” he told Music Week. The track will be bolstered by a remix, and Christian is confident that Bad Habits will be one of the songs of the summer. Ironically, the are about bad habits but no one's really been going out until two o'clock in the morning any more because no one's been allowed to go out, have they? But you can certainly have bad habits at home, I’m sure.”īad Habits a real marker for the album and lots of other big records to come “Because of where we're at at the moment, with bits of lockdown still going on, coming with an up-tempo and uplifting record was super-important. We have got some absolute monsters to come, we can't wait to get cracking on those as well.”Ĭhristian suggested that Bad Habits is a perfect song for summer, as the country emerges from Covid restrictions. “This song doesn't define the whole Ed record, they don’t all go down this route. “The album will come later in the year,” said Christian. It follows the huge success of his previous records, including 2017’s Divide (3,713,899 sales). Sheeran’s fifth studio album is set for release in 2021. Lots of big acts have come back and not had this result, so it's a real marker for the album and lots of other big records to come.” “The record is very strong and the numbers speak for themselves. “We've been working for 10 years, he was this ginger white rapper from Suffolk as we described him - there weren’t many of those knocking around then, or probably now! He’s a humble boy, I think people do want to see him win because he's a good guy. if you get a superstar, they might give you 20 minutes, half an hour. “We went into Radio 1, we did all of Global, we did all of Bauer. “He just wants to everybody that plays his records - and he enjoys it,” said Christiam. There was a bit of like, ‘Oh, this is a bit different - but good different’.”Ĭhristian praised Sheeran’s work ethic around this promotions campaign, which included a blitz of radio stations, including specialist networks such as 1Xtra, Capital Xtra and Kiss Fresh. “The radio guys all came on board, it's on every A list and S list out there, they did embrace it. “We went around to a lot of the stations, Ed was involved in some of that process,” said Christian. While the track marks a departure for Sheeran, Christian said there was a positive reaction from radio execs. “It’s kind of what people do, don’t they?” “It can get a bit hard because, for me, he’s the biggest star in the world, or is up there, and then when you reach that pinnacle people do want to knock you and they want to see you fall,” he said. We're absolutely buzzing, we're delighted, and so is he.”Įd’s come back with a bang - Bad Habits is another bold step forward sonicallyĬhristian admitted that an artist of the stature of Sheeran faces challenges with a big return. He made a record that was slightly different - there’s a dance vibe to this one - and so to go straight in at No.1 on airplay and to have the biggest week ever in airplay history since they've been recording it, with nearly 100 million impacts, is just off the chart. “It's his ninth airplay No.1, and he already held the record anyway by a stretch. “This is probably the most satisfying one I can remember,” he said. That’s well ahead of the previous week one record by Daft Punk for Lucky (59.93m).ĭamian Christian, managing director and president of promotions at Atlantic Records UK, told Music Week it was a special feeling for Sheeran to secure such a strong week one result for his new single. To hit the No.1 spot in your home market is always a special moment, and that doesn’t change, even when you’ve got as many hits under your belt as Ed!”īad Habits debuted at the top of the airplay chart with 97.91 million impacts from its 5,129 radio plays. “As ever our partners at radio and DSPs have been massively supportive, adding the track to playlists across the board and the news coming in from our teams around the world is equally positive. His TikTok performance pushed the creative envelope for livestreams whilst becoming the biggest ever live music performance on the platform. “Bad Habits is another bold step forward sonically and it’s been incredible to see how positively the fans have been responding to it. “After taking some well-deserved time out, Ed’s come back with a bang,” said Atlantic co-president Ed Howard. It follows strong support across UK networks, including the A List at BBC Radio 1 and Radio 2. Ed Sheeran’s new sound on comeback single Bad Habits (Asylum/Atlantic) has paid off.Īs well as debuting at No.1 on the singles chart with 92,086 sales (Official Charts Company), Bad Habits has smashed the record for an opening week on the Radiomonitor radio airplay chart.
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