There's nothing unusual about seeing Ed Sheeran trending on social media, especially not at the moment.
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But the hashtag that people woke up to Wednesday morning -- #sheeranalbumparty -- has raised a fair few eyebrows on Twitter.
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So how did #sheeranalbumparty actually begin trending? Is it a marketing campaign that went a bit wrong?
Nope -- the whole thing is actually a joke started by Radio 1 DJ Greg James.
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Basically, back in 2012, British pop star Susan Boyle had a hashtag fail -- #Susanalbumparty -- that went viral in a big way.
Sheeran himself is clearly aware of this.
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James started the hashtag as part of Radio 1's #LOLathon -- their attempt to host "the funniest 24 hour broadcast ever" for Red Nose Day.
Judging by the Twitter response to #sheeranalbumparty, they seem to be off to a good start.
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Ain't no party like a #sheeranalbumparty.
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