English singer-songwriter Ed Sheeran has racked up yet another streaming record by surpassing a staggering 69 million (m) monthly listeners on Spotify, and is on course to soon hit 70 million.

The personable pop star, who leads the way with 69m monthly listeners on the world’s largest streaming service, has seen a spike in ‘Sheerios’ – as his fans are known – in the past month. The new record coincides with the 12th July release of one of the most anticipated albums of 2019: his ‘No. 6 Collaborations Project’.

Ed Sheeran has always been a favourite among Malaysians. Besides earning bragging rights for Malaysia’s Most Streamed Artist of 2017, his album, ÷ (Divide) was also named the Most Streamed Album of the Year, clocking 3.1 billion streams worldwide. More than that, 12,000 of his concert tickets for the Malaysian leg of his ÷ (Divide) Tour were all snapped up in just 30 minutes!

Sulinna Ong, UK Head of Artist & Label Services and Acting Head of Music Culture & Editorial at Spotify says: “Ed Sheeran is an undisputed international superstar, so it’s really no surprise he and the Atlantic UK team are enjoying such success. He and his team were eager to leverage Spotify’s discovery capabilities to reach fans across our nearly 80 markets around the world and make No. 6 Collaborations Project even more of a global sensation. From prominent out-of-home advertising and exclusive listening parties across key markets, to a custom playlist featuring in-depth track-by-track interviews, this was a holistic campaign that was thought through at every angle.

“Further, given the collaborative and cross-genre nature of the album, the music was uniquely positioned to target an especially wide array of listeners -- both fans of Ed, and the many featured artists -- and music from his album landed in more than 800 official Spotify playlists, an incredible and rare feat.

“Ed and his team deserve every bit of the credit they’ve earned, and given the very strong early indications, we’re excited to see how the album continues to resonate with listeners throughout the summer and beyond.”

Ed’s latest album is a more R&B/hip-hop-leaning record than its predecessor, it sees the superstar collaborating with the likes of Justin Bieber, Stormzy, Eminem, 50 Cent, Camila Cabello, Chance The Rapper, Travis Scott, Cardi B and Khalid.

The hitmaker is no stranger to breaking Spotify records. The release of Divide (styled ÷) set a new high for first-day streams for an album (56M+ streams) and ‘Shape of You’ set the record for best one day streams for a track at the time of release (10M+ streams).

On the first day of the release, songs from ‘No.6 Collaborations Project’ claimed five of the Top 10 tracks worldwide on Spotify. The biggest track from the album, the previously released ‘I Don’t Care’ (with Justin Bieber) was Spotify’s second biggest song worldwide on its release day.