News | Bertelsmann Marketing Services | Gütersloh, 05/27/2024

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.

Ed Sheeran announces Eco Record edition of ‘X’ at concert

“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.

Other major releases produced as Eco Records at the Sonopress plant in Gütersloh have been announced for the summer and fall. A second machine will be installed in August to double production capacity. Until then, the existing machine is working at full capacity and the order books are full. “Happily, word is getting around in the music industry and among artists that the Eco Record is an environmentally friendly alternative to conventional vinyl records,” says Deutschmann. The Eco Record is also appreciated by music lovers for its excellent sound quality, low background noise, very quiet running and, last but not least, the wide range of color options, as the record is made from a transparent base material. “Everything about the Eco Record is right: the sound, the design and, above all, the sustainability of its production,” summarizes the Sonopress CEO. “All in all, this guarantees an ever-increasing demand. We are very confident that we will also have plenty to do in the years to come.”