Ed Sheeran is one of the greatest marketing minds of all time, and he s done it by using data from the people around him when he was nobody. I was at a pub in Birmingham, 15 years ago, and the lights went out in the pub. He pulled a table into the middle of the event, still played his guitar, and still collected data from everybody in the room. Then he went on and did another 3, 4 shows on the same night. Not only that, though, is he has no right to be respected by the rap world, but he is no longer in any of those marketplaces.