It's promoting his upcoming new album and shows. I didn't know about either, because Ed's music is not my thing. That said, I'm infinitely more likely to spend money on either just by knowing. Now take my experience and apply it to someone that might buy either experience. If a couple of people do, and it's likely that will happen because that's how marketing works, then it will probably be worth it. Even with this article, more people will be exposed increasing the chance for more buyers.

It's PR that's working very well but you just don't get to see it. If you read the article, why makes sense. His new album and the associated concert have a fall theme with autumn in the name.

The bland as fuck white-girls and yoga-chick types who love those crappy drinks are also far more likely to listen to this fucker. It's mass appeal for all these future Karens who are now happy that they 1, got their shitty lattes sooner; 2, got it served by the singer who writes all their shitty pop songs; 3, are now aware and have a stronger memory regarding this upcoming tour.