What did Ed Sheeran name the record label he launched in 2015?

Ed Sheeran launched Gingerbread Man Records in October 2015 with the debut LP by Jamie Lawson.

Ed said he decided to back new acts after he discovered singer songwriter Passenger. He added: "The first time I properly thought about it was when I took Passenger on tour for two years. I took him into my record company and played them the record but they didn’t get it. Then I was too busy on my own stuff and I let it slide. Then Passenger had a worldwide number one hit. After that, everyone was like, 'Maybe Ed does know what he's talking about'."

Ed thinks that his fame is a way of shining a light on obscure but talented acts who are flying under the radar. He added: “There are people on that scene who make me look terrible by just being so good. They haven't got the right platform. 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.”