Ed Sheeran’s ‘X’ Reissued As Eco Record

Once again, Sonopress has the privilege of producing an Eco Record for a global star. The environmentally friendly version of the new edition of Ed Sheeran’s 2014 double album “X” is already in great demand ahead of its official release. The company plans to expand its production of Eco Records; large orders have already been received.

The success story of the Eco Record continues: with “X” by Ed Sheeran, the storage media manufacturer Sonopress, part of Bertelsmann Marketing Services, has once again produced an eco-friendly version of a record. The double album generated great interest worldwide shortly after it was announced – even though it won’t be officially released until June 21. As always, the sleeve, also elaborately designed, was produced by the subsidiary Topac. “Ed Sheeran is a really big deal for us,” says Sonopress CEO Sven Deutschmann, emphasizing the high demand for this special album by a world star. “We are delighted with the extremely positive response to our ‘Eco Records’, which are produced in an attractive translucent green.” The first two Eco Records, “Liam Gallagher John Squire” by the rock icons of the same name and “Demidevil” by U.S. rapper Ashnikko experienced similar success. With this in mind, the company has made all the necessary preparations to significantly expand its Eco Record production. Several other, even larger orders have already been received.

“X” – “X” stands for the multiplier symbol – is a special edition of Ed Sheeran’s sophomore album of the same name, released in 2014 – the most streamed album in the world that year, with more than 430 million streams and numerous awards in many countries. It was released between June 20 and 23, depending on the country. To celebrate the album’s tenth anniversary, “X – 10th Anniversary Version” will be released on June 21, 2024, but is available for pre-order now. “Just under four weeks ago, we finished our Eco Record edition in three shifts and delivered it to our distributor in Atton, France. From there, the records went to dealers all over the world, including in the U.S., our largest market,” says Sven Deutschmann. “We always need four to six weeks lead time before the official release date. But the fact that our Eco Record versions are already in such high demand is really quite something.” According to Deutschmann, Ed Sheeran himself probably contributed to this when he announced the “Anniversary Version” of “X” at his concert in New York on May 22 and explicitly mentioned the Eco Record.

Gernot Wolf

Press Officer

Bertelsmann Marketing Services

+49 (0) 5241 80-416 25