Sheeran broke the news on Australian radio station Nova FM while on tour in the country.
He said: ‘I’ve set up my first record label, it’s called Gingerbread and Jamie’s my first signing… I’ve known Jamie for about five or six years. He’s just a phenomenal talent.
‘I'm going to focus on this when I'm on tour next year. Hopefully the acts will be up and running by the time I take time off.’
Sheeran explained that the idea to back new artists first came to him when he discovered Mike Rosenberg (aka Passenger), who went on to win an Ivor Novello Award for his international hit Let Her Go.
He aims for the new label to launch the careers of many talented, but unknown singer-songwriters, adding: ‘I have a tour and Twitter, so I can put them in front of my fans instantly. I can sit down with heads of radio stations and ask whether they'll play it on the radio. I'm in a really fortunate position to be able to break acts.’
He said: ‘I’ve set up my first record label, it’s called Gingerbread and Jamie’s my first signing… I’ve known Jamie for about five or six years. He’s just a phenomenal talent.
‘I'm going to focus on this when I'm on tour next year. Hopefully the acts will be up and running by the time I take time off.’
Sheeran explained that the idea to back new artists first came to him when he discovered Mike Rosenberg (aka Passenger), who went on to win an Ivor Novello Award for his international hit Let Her Go.
He aims for the new label to launch the careers of many talented, but unknown singer-songwriters, adding: ‘I have a tour and Twitter, so I can put them in front of my fans instantly. I can sit down with heads of radio stations and ask whether they'll play it on the radio. I'm in a really fortunate position to be able to break acts.’
