Ed Sheeran-inspired pop-up activation set for Cape Town on 28 April

The event forms part of a broader digital out-of-home (DOOH) campaign currently running at The Arc, one of the most prominent advertising locations at the Waterfront. The campaign, which launched on 4 April and continues through to 4 May, celebrates the genre-blending energy of ‘Azizam’, which was co-created with Swedish-Iranian producer Ilya Salmanzadeh.

As part of the activation, Cape Town-based band Fakers Street will perform a special 20 to 25-minute live set featuring Sheeran favourites such as ‘Bad Habits’, ‘Shape of You’, ‘Perfect’, and of course, ‘Azizam’. The performance is a tribute to Sheeran’s humble busking roots and recent surprise street shows in cities like London and New Orleans.

The pop-up will take place on a Persian rug, a visual nod to the Middle Eastern influence behind Azizam, surrounded by heart-shaped pink decals with the message: “Meet Me on the Floor.” Directional signage with QR codes will lead passers-by to the performance, transforming the space into an interactive, shareable experience in one of South Africa’s most visited public venues.

The single’s title, ‘Azizam’, is a Persian term of affection meaning “my beloved”. The track weaves Persian and Irish folk elements into a vibrant, pop-forward sound, offering listeners what Sheeran describes as “a party atmosphere in a song.”

As Ed Sheeran enters a bold new phase of his career in 2025, this Freedom Day performance at the Waterfront is more than a musical showcase — it’s a heartfelt homage to joy, culture, and the universal language of music.Watch the official video for Azizam