Ed Sheeran is an English singer-songwriter known worldwide for hits performed with guitar and loop pedal, and Sky Radio is a well-known commercial radio name in Europe. Short artist idents like this are recorded by musicians for stations to play between songs, giving listeners a familiar voice linking the music. This clip has been shared as a short soundboard sound, where users play it out of context for humour or to lend everyday recordings and edits a sudden, professional radio feel.