The entire world’s at his feet, and yet he still wants more! As well as having two multi-million selling albums and awards coming out of his ears, Ed Sheeran has now started his own record label.

The British star is currently on a tour of Australia and spoke to Nova FM about the label, called Gingerbread. “I've set up my first record label,” he said “…and Jamie Lawson [a British singer-songwriter] 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.”

Ed Sheeran
Ed Sheeran has launched his own record label, 'Gingerbread'

The label came about as part of a deal struck with Warner Bros., who set up Gingerbread as a subsidiary and placed Sheeran in control of its roster. Though it’s in its infancy, the ‘Thinking Out Loud’ star is hopeful that he’ll able to attract many more acts in the future. “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.”

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Sheeran said that he was inspired to try to give new acts exposure after he discovered singer-songwriter Passenger and took him as a support act on tour for a couple of 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,” he recalled. “Then he had a worldwide number one hit. After that, everyone was like, 'Maybe Ed does know what he's talking about'.”

It seems that he’s more than happy to give a leg-up to other artists, probably because he had such a hard time himself getting initial exposure. “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.”

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