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2025-06-26 01:37:23 [Deals] Source: Unique Information Network

There's nothing unusual about seeing Ed Sheeran trending on Switzerland eroticsocial media, especially not at the moment.

SEE ALSO: Ed Sheeran's 'Divide' has a billion YouTube views less than a week after its release

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.

Mashable Trend Report Decode what’s viral, what’s next, and what it all means. Sign up for Mashable’s weekly Trend Report newsletter. By clicking Sign Me Up, you confirm you are 16+ and agree to our Terms of Use and Privacy Policy. Thanks for signing up!

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.

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