Warner Music is heading down to the Mother City for a special activation at the V&A Waterfront in Cape Town this Freedom Day (Monday, April 28th), inspired by Ed Sheeran’s genre-blending new single, “Azizam.”
This intimate pop-up experience builds on Ed Sheeran’s current digital out-of-home campaign, running from April 4th to May 4th at The Arc OOH site, one of the most iconic locations at the V&A Waterfront.
On April 28th, we invite all Ed Sheeran fans and the general public to join us at the V&A Waterfront for a special 20–25 minute live performance by Cape Town-based band FAKERS STREET, bringing Ed Sheeran’s music to life with a soulful set including Azizam, Bad Habits, Shape of You, and Perfect.
More than just a performance, this moment is a nod to Ed’s busking beginnings and his recent surprise street sets in New Orleans and London. While the scale may differ from his monumental 2019 Green Point Stadium concert, the spirit of connection and spontaneity remains the same.
Performed on a Persian rug, reflecting the cultural influences behind Azizam and surrounded by whimsical pink heart-shaped decals with the call to action “Meet Me on the Floor”, this activation is a visual and emotional homage to the song’s core: joy, love, and dancefloor euphoria. Directional arrows with QR codes will guide the public to the performance area, creating a share-worthy, organic experience in one of the country’s most visited public spaces.
“Azizam,” a Persian term of endearment meaning “my beloved”, is Sheeran’s sonic celebration of cross-cultural inspiration. Co-created with Swedish/Iranian producer Ilya Salmanzadeh (Ariana Grande, Charli XCX, Ellie Goulding), the track draws parallels between Persian and Irish folk music, unified by a fresh, pop-forward sensibility that only Sheeran could deliver. It’s a technicolor invitation to live—and love—in the moment.
“Even though it’s completely different to anything that I’ve ever done before, Azizam feels familiar to me. I wanted to create a party atmosphere in a song, and Ilya helped bring that to life,” says Sheeran.
As Sheeran ushers in a new musical chapter in 2025, this campaign marks the beginning of something bold, heartfelt, and joyfully global.
Join us at 2PM on Monday, April 28th at the V&A Waterfront, and get ready to fall in love with Ed Sheeran all over again.
