Ed Sheeran recently opened up about a partnership that never made it to the virtual stage. Fortnite had approached the singer with a collaboration that could’ve brought his music and persona to the popular gaming platform. However, he turned down an opportunity to create a Fortnite skin, leaving fans intrigued by the missed opportunity.
Ed Sheeran reveals he rejected a collab with Fortnite
Ed Sheeran has lifted the curtain on a surprising rejection, revealing he turned down a collaboration with gaming giants Fortnite.
On the Warnes Way podcast, the Photograph hitmaker disclosed that he was approached by his management about emulating Travis Scott’s Fortnite success. Sheeran, however, declined the opportunity.
For those wondering what influenced his decision, Sheeran prioritizes authentic collaborations, favoring partnerships with things he genuinely uses or enjoys. Unlike Fortnite, he does play Pokémon, and this preference led to his 2022 collaboration with The Pokémon Company. It resulted in a Pokémon-themed music video for his song Celestial.
“They asked me to do something for Fortnite, my record label, and I was like… ‘I don’t play Fortnite,'” Ed Sheeran said. “I feel like whenever you see my face next to any product, I want it to be next to something I actually do,” he added.
“So when my record company were like ‘oh, we can put you in a Fortnite game’, I was like, [I] don’t really want to do that, but I do play Pokémon,” Sheeran continued. “So we contacted Pokémon, and that’s why we did the song for the thing. I love Pokémon,” the singer explained.
Ed Sheeran further noted that he keeps his creative energy focused on authentic partnerships that resonate with his personal passions. He cited his 2019 collaboration with Heinz, driven by his love of ketchup, where he launched limited-edition Edchup bottles. Sheeran also ensures he only promotes guitars he genuinely plays, highlighting his emphasis on authenticity in partnerships.
However, Fortnite fans can still enjoy Sheeran’s music, with some of his tracks available as in-game purchases and an emote.
