− Tour
The − Tour (pronounced the Subtract Tour) was a concert tour by English singer-songwriter Ed Sheeran, serving as an intimate counterpart to his larger-scale +−=÷× Tour and dedicated to performing his 2023 album − (Subtract) in full. Comprising 29 shows across Europe and North America, it commenced on 23 March 2023 in Manchester, England, and concluded on 22 September 2023 in Los Angeles, California. It featured Sheeran delivering the 14-track album sequentially, often with acoustic arrangements and personal anecdotes, emphasizing the record's themes of grief and loss following the deaths of his friends Jamal Edwards and Shane Warne in 2022.[1][2] Announced in stages, the tour's European leg began on March 23, 2023, at the AO Arena in Manchester, England, followed by two nights at London's O2 Arena on March 24 and 25, and additional dates including Glasgow's OVO Hydro on March 28.[3][4] The North American portion was revealed on April 28, 2023, encompassing 14 theater performances starting May 19 at Ruth Eckerd Hall in Clearwater, Florida, and concluding September 22 at the Shrine Auditorium in Los Angeles, California, with singer-songwriter Ben Kweller as support for 12 dates.[5][6] These shows were strategically scheduled between stadium stops of the Mathematics Tour, allowing Sheeran to connect with fans in more personal settings while maintaining his global touring momentum.[7] The setlist centered on −, opening with "Boat" and progressing through tracks like "Salt Water," "Eyes Closed," "Life Goes On," and closing with "When Will This Be Over?", sometimes interspersed with brief covers or encores from earlier albums.[1] This format highlighted the album's raw production, created in collaboration with producer Aaron Dessner, and received praise for its emotional depth amid Sheeran's personal challenges.[5]) Overall, the tour underscored Sheeran's versatility, blending stadium spectacle with stripped-back intimacy, and contributed to the commercial success of −, which debuted at number one on the UK Albums Chart and Billboard 200.[8]Background
Conception and development
The − Tour was conceived as an intimate concert series to perform Ed Sheeran's 2023 album − ("Subtract") in full, serving as a stripped-back counterpart to his larger-scale +−=÷× Tour (Mathematics Tour). The album's creation, which directly influenced the tour's format, began in 2021 with collaborations alongside Aaron Dessner of the National, initially planned as a decade-spanning acoustic retrospective of Sheeran's career. However, following a series of personal tragedies in early 2022—including the death of his close friend Jamal Edwards in February, the passing of his brother-in-law later that year, and his wife's health scare during pregnancy—the project shifted to focus on newly written material reflecting themes of grief, depression, and resilience.[9][10] Sheeran recorded the 14-track album in a single month in early 2022, emphasizing raw, collaborative production with artists like Taylor Swift, Jorja Smith, and Burna Boy, before its release on May 5, 2023, via Atlantic Records. The tour's development aligned with this emotional core, featuring sequential performances of the album's tracks—starting with "Boat" and ending with "When Will This Be Over?"—often in acoustic arrangements interspersed with personal anecdotes. This approach allowed Sheeran to connect intimately with audiences in arenas and theaters (capacities around 10,000–20,000), contrasting the stadium spectacles of his Mathematics Tour, while scheduling shows between its larger dates to maintain momentum. Logistical planning focused on simplicity, with minimal production elements to highlight the album's vulnerability, and no elaborate budget details were publicly disclosed, though the tour comprised 29 shows across Europe and North America from March to September 2023.[6][5]Announcement and pre-tour activities
The − Tour was announced in stages, beginning with the European leg on March 1, 2023, via Sheeran's official website and social media, revealing arena dates starting March 23 at Manchester's AO Arena, followed by London's O2 Arena (March 24–25), Glasgow's OVO Hydro (March 27), Dublin's 3Arena (March 30), and a one-off in Paris' Accor Arena (April 25).[11] These shows were positioned as immediate extensions of his ongoing Mathematics Tour, with tickets going on sale shortly after announcement. The North American portion was revealed on April 28, 2023, encompassing 14 theater and auditorium performances from May 19 at Ruth Eckerd Hall in Clearwater, Florida, to September 22 at the Shrine Auditorium in Los Angeles, California, with Ben Kweller as support for 12 dates. Verified fan presales via Ticketmaster began immediately, followed by general onsale on May 2.[5][6] Pre-tour activities centered on promoting the album, including the release of the Disney+ documentary Ed Sheeran: The Sum of It All on May 3, 2023, which chronicled the album's creation amid Sheeran's personal challenges. Sheeran shared insights in interviews, such as a March 2023 Rolling Stone cover story, discussing the tour's intimate format as a way to process grief through live performance. No extensive rehearsal details were publicized, but the shows emphasized Sheeran's solo acoustic delivery, building on his longstanding loop pedal technique while prioritizing emotional authenticity over choreography or large crews. Fan excitement was high, amplified by social media teasers tying the tour to the album's themes, though some North American dates faced quick sell-outs.[9]Promotion
Marketing strategies
The − Tour was announced in stages to build anticipation and align with the release of the Subtract album. The European leg was revealed shortly after the album's announcement on May 5, 2022, with dates for UK and European arenas publicized through Ed Sheeran's official website and social media channels, emphasizing the intimate format and full-album performance.[12] Shows began on March 23, 2023, at Manchester's AO Arena. The North American portion was announced on April 28, 2023, via a press release and social media, highlighting 14 theater dates starting May 19 in Clearwater, Florida, positioned between stadium stops of the +−=÷× Tour to offer fans a more personal experience.[5][6] Promotion focused on digital platforms and partnerships to engage Sheeran's fanbase. Collaborations included an American Express-sponsored Subtract Pop-Up Experience in May 2023, visiting five North American cities (New York, Dallas, Chicago, Los Angeles, and Toronto) with interactive installations inspired by album tracks and music videos, driving awareness ahead of tour dates.[13] Warner Music partnered with Uber for targeted advertising to boost album streams and tour visibility among music fans.[14] Social media efforts featured teasers of acoustic performances and personal stories tied to the album's themes of grief, encouraging fan shares and registrations for ticket presales. Ticket sales utilized verified fan programs on platforms like Ticketmaster to prioritize genuine supporters and reduce scalping.[8]Merchandise and tie-ins
Merchandise for the − Tour centered on the Subtract album's aesthetic, featuring apparel like T-shirts, hoodies, and hats with minimalist designs incorporating the album's symbol and track titles. Accessories such as posters, enamel pins, and tote bags were available, often in limited editions tied to specific venues. Items were sold at concert venues during shows and through the official Ed Sheeran online store, which offered global shipping.[15][16] Tie-ins included support from singer-songwriter Ben Kweller for 12 North American dates, adding a collaborative element that aligned with the album's guest features. The tour integrated with broader Mathematics Tour branding, but Subtract-specific items like pop-up exclusive shirts from the AmEx experiences extended merchandise reach. These efforts contributed to the album's commercial success, with merchandise sales supporting the intimate tour's focus on emotional connection.[5]Musical and production elements
Set list
The set list for the − Tour centered on performing Ed Sheeran's 2023 album − (Subtract) in full, comprising its 14 tracks in sequence to reflect the record's narrative of grief and loss.[1] The performance typically opened with "Boat" and proceeded through "Salt Water," "Eyes Closed," "Life Goes On," "Dusty," "End of Youth," "Colourblind," "Curtains," "Borderline," "Spark," "Vega," "Sycamore," "No Strings," and closed the album portion with "The Hills of Aberfeldy."[1] Sheeran often shared personal anecdotes between songs, connecting the music to events like the deaths of his friend Jamal Edwards and brother-in-law in 2022.[17] Following the album playback, the set transitioned to a solo acoustic segment featuring selections from Sheeran's earlier catalog, including "The A Team," "Shivers," "Thinking Out Loud," "Perfect," "Bloodstream," "Shape of You," and "Bad Habits."[1] Encores varied but commonly included "The Parting Glass" and "Afterglow," providing an intimate close.[1] Minor variations occurred across dates, such as guest features (e.g., Luke Combs on "Life Goes On" at select shows), but the core structure emphasized the raw, collaborative essence of − with contributions from artists like Taylor Swift and Jorja Smith.[1] The full show lasted approximately 90 to 120 minutes, allowing for a focused, unhurried delivery in theater venues.[5]Stage design and performance
The − Tour's production was designed for intimacy in smaller theaters and arenas, contrasting the elaborate stadium setups of Sheeran's concurrent +–=÷× Tour (Mathematics Tour).[17] Stage design was minimalist, featuring a central performance area with acoustic instrumentation and subtle lighting to highlight emotional vulnerability, without pyrotechnics, large LED screens, or complex hydraulics.[6] A five-piece band accompanied the album tracks, augmented by a six-piece string section for added depth in arrangements that leaned toward acoustic and stripped-back interpretations.[17] Sheeran's performance style emphasized storytelling and direct audience connection, often seated or standing simply with a guitar or loop pedal, fostering a conversational atmosphere through anecdotes and unamplified moments.[1] Support act Ben Kweller joined for 12 North American dates, contributing to the collaborative vibe without altering the core solo-band dynamic.[5] Sound reinforcement focused on clarity for seated audiences, using distributed systems to ensure even coverage in venues holding 2,000 to 5,000 people.[6] This approach underscored the tour's role as a personal counterpart to larger productions, prioritizing musical authenticity over spectacle.Itinerary
Tour legs and schedule
The − Tour comprised 29 shows across four legs: an initial European leg in arenas and pop-up venues, followed by three North American legs in theaters and intimate settings. It began on March 23, 2023, at the AO Arena in Manchester, England, and concluded on September 22, 2023, at the Shrine Auditorium in Los Angeles, California. The European leg focused on the UK, Ireland, France, Spain, Italy, and Germany, while the North American legs covered the United States and Canada, with shows scheduled around the larger +−=÷× Tour (Mathematics Tour) dates. Ben Kweller served as the opening act for select North American performances.[18][19]| Leg | Start Date | End Date | Countries | Key Cities and Venues | Number of Shows |
|---|---|---|---|---|---|
| Europe | March 23, 2023 | April 17, 2023 | England, Scotland, Ireland, France, Spain, Italy, Germany | Manchester, England (AO Arena); London, England (The O2 Arena, Eventim Apollo); Glasgow, Scotland (OVO Hydro); Dublin, Ireland (3Arena); Paris, France (Accor Arena); Madrid, Spain (Círculo de Bellas Artes, pop-up) | 10 |
| North America (Phase 1) | April 10, 2023 | May 19, 2023 | United States | New York City, NY (Kings Theatre, pop-ups); Clearwater, FL (Ruth Eckerd Hall) | 6 |
| North America (Phase 2) | May 26, 2023 | August 25, 2023 | United States, Canada | Atlanta, GA (Tabernacle); Toronto, ON (History); Nashville, TN (Ryman Auditorium); Chicago, IL (Chicago Theatre); Seattle, WA (Paramount Theatre) | 11 |
| North America (Phase 3) | September 1, 2023 | September 22, 2023 | United States, Canada | Vancouver, BC (Queen Elizabeth Theatre); Oakland, CA (Fox Oakland Theatre); Los Angeles, CA (Shrine Auditorium) | 2 |