Ed Sheeran sure knows how to market a new song and album.

The song "Old Phone Pub" from his forthcoming album Play has inspired the ginger superstar to start creating little pop-up events.

Late last month the singer/songwriter built a tiny pub in Ipswich, Massachussetts which is the same name of his hometown back across the pond. There he played a pair of new tunes including "Azizam," an older number, and then covered Chappell Roan's "Pink Pony Club."

Then at weekend two of Coachella, the secret spot was found to craft another pub to work some of his magic in.

Out in the desert of Indio, Ed had a lot more time to gather some friends and make himself more comfortable in the tiny temporary venue, so more than a half dozen tunes were played in the "Pub."

Ed joked it up with the lucky few who found the pop-up pub next to the little market and knew which speakeasy-style door to make their way through.

He jammed with musicians who played in the wholesome Americana style and they jammed on the new tune "Sapphire."

This is a song that immediately seems like something that will be a fun audience participation number that people could get behind at even the first listen, as he casually showed in the teeny watering hole you enter through a faux phone booth.

A fauxbooth?

Not only is it romantic and beautiful, especially with the strings and his fantastic strumming, but it's so immediately catchy.

He then covered the Snow Patrol hit he's been playing for years.

Another traditional sounding tune made rich with the strings was "Nancy Mulligan," a song he live debuted on St. Paddy's Day in 2017 in Italy.

The spirited song was inspired by the clandestine romance of his grandparents. Sheeran once said the pair "got engaged and no one turned up at their wedding. [Granpa] stole all the gold teeth in his dental surgery and melted them down into a wedding ring, and they wore borrowed clothes to get married, and just basically have this kind of Romeo and Juliet romance, which is like the most romantic thing. So I thought I'd write a song about it and make it a jig.”

The two big guests he had in his pub were TikTok darling Alex Warren who played his top 10 single"Ordinary" with Ed.

“I met this guy today for the first time,” Sheeran said before Warren took the mic.

“I’m so honored that he’s come to join us," Ed said generously.

Then he welcomed Shaboozey to get a lil tipsy with the crowd.

This is the collab America needs right now, y'all.

(We also need you people to record the entire song.)

And what's a set with a Snow Patrol cover without another cover on the other side of the spectrum, namely Dr. Dre and Snoop Dogg's classic "The Next Episode."

More than a decade ago Sheeran mashup such unlikely songs like "Don't," "Loyal," "No Diggity," "Nina," and "The Next Episode" utilizing his well-worn loop pedal to layer vocals and guitar parts as an impromptu mix.

Like delicious rocky road ice cream, all the different styles blended beautifully at his hands.

Ed heads to the Middle East starting next month. Will he create a pub there or will he wait until he's back in Europe? Get your tickets on the Ed Sheeran website to find out.