Ed Sheeran has handed over creative control of his music videos to his fans for his latest album, Autumn Variations.
The singer, 32, is releasing 14 fan-created official videos for each of the 14 tracks on the album.
And on Tuesday, he kicked things off by unveiling the first video for his song That’s On Me, made by Beatriz Santamaria Pinha from Brazil.
The humorous yet emotional clip tells the story of a biker called Alger Steele (played by Skip Howland) who find himself stuck in a rut and bored of life.
He sees an infomercial starring Ed himself, that advises him to find a new hobby inspiring Alger to try out a range of new activities.
He humorously attempts to brew his own beer, takes up painting, tries his hand at baking and even turns to flower arranging.
However, after failing to find success in any of these hobbies he becomes depressed and cries in his bed.
But after seeing photos of his past adventures on his wall he becomes inspired and creates a book to tell his story.
He receives a copy of ‘The Adventures of Alger, The Motorbiker’ and smiles to himself in joy.
Speaking about the inspiration behind making the video, winner Beatriz said: ‘This video was made by a fan, for the fans.
‘When I first listened to this song, it hurt (almost as badly as stepping on a Lego). Every lyric reminded me: I don’t know what I’m doing with my life!
‘I had just quit my college math major. I didn’t graduate. I definitely didn’t have a plan! So when I was creating this video, I knew my character had to be feeling the same way.
‘His life has changed course, and he’s trying to find who he is now. Tie-dye, flower arrangements, baking, and… you’ll have to watch the video to find out.
‘And while I had focused on crafting a meaningful narrative, I knew there was still one thing missing: the easter eggs!
‘You might have noticed a few of them: like the infomercials taken straight from the promotion for Out of Variations, or the Lego house, which was featured in… you guessed it, Lego House!’
She added that even the actor, Skip, was an easter egg as he had previously featured in Ed’s 2021 music video for Overpass Graffiti.
Earlier this autumn, Ed invited his fans across the globe to take on the director role and create their own video for each song.
He received thousands of entries from all over the world and handpicked the 14 winners, each representing a different country.
Spanning five continents, the winners are from Ireland, the United Kingdom, Australia, Italy, The Netherlands, the United States, Brazil, Germany, Japan, France, New Zealand, Taiwan, Mexico, and India and the rest of the 13 videos will be released over the coming weeks.
Discussing the project, Ed explained: ‘I made Autumn Variations for the fans and I really wanted to bring them into the fold on this album.
‘I was keen to see how they interpreted the music, so I decided to ask my fans from across the world to make videos for each album track.
‘There were so many wonderful submissions and I’m very happy to announce that I’ll be launching all 14 fan-made videos over the coming weeks, kicking off with That’s On Me.
‘I want to give special thanks to each and every fan who made these videos so special. I love them and hope you will too x’.