There’s nothing unusual about seeing Ed Sheeran trending on social media, especially not at the moment.
But the hashtag that people woke up to Wednesday morning — #sheeranalbumparty — has raised a fair few eyebrows on Twitter.
So how did #sheeranalbumparty actually begin trending? Is it a marketing campaign that went a bit wrong?
Nope — the whole thing is actually a joke started by Radio 1 DJ Greg James.
Basically, back in 2012, British pop star Susan Boyle had a hashtag fail — #Susanalbumparty — that went viral in a big way.
Sheeran himself is clearly aware of this.
James started the hashtag as part of Radio 1’s #LOLathon — their attempt to host “the funniest 24 hour broadcast ever” for Red Nose Day.
Judging by the Twitter response to #sheeranalbumparty, they seem to be off to a good start.
Ain’t no party like a #sheeranalbumparty.