Calling all Ed Sheeran fans in Johannesburg! To celebrate the release of Ed Sheeran’s brand-new album, Warner Music Africa is teaming up with beloved local institution Paul’s Homemade Ice Cream to host an unforgettable listening experience. On 12 and 13 September 2025, the Paul’s Homemade Ice Cream store in Parkhurst will be transformed into an immersive ‘Play’ album wonderland.
This two-day store takeover is designed to be a fun and engaging celebration for fans. The experience will be packed with unique album-themed activities, including a claw machine, a bespoke track menu with ice cream flavours inspired by songs from the album, and an Ed Sheeran-themed hopscotch game. The store will also feature QR codes, allowing fans to stream the new album and enjoy the music while they play.
“We wanted to create a celebration that goes beyond just a listening party,” Warner Music Africa says in a statement. “This collaboration with Paul’s Homemade Ice Cream offers fans a truly interactive and playful way to experience Ed Sheeran’s new music, bringing the album to life in a fun, sensory-filled environment. It’s about ‘playing’ with the music and enjoying every moment.”
The event will be open to the public on Friday and Saturday, from 09:00 to 22:30, at the Paul’s Homemade Ice Cream Parkhurst store. Want a free scoop, fill in this form and you could be a lucky winner.
Jozi Sheerios come hungry, come curious, and come ready to Play!
Pre-Save Ed Sheeran’s ‘Play’ here: https://es.lnk.to/play.
