Atlantic Records
Los Angeles Wheatpaste Wild Posting - Ed Sheeran
Making An Album Release Visible Across Los Angeles
To support Ed Sheeran’s 2025 album release, ALT TERRAIN took the campaign to the streets — executing a wheatpaste wild posting program in neighborhoods where his audience and music culture thrive.
Posters went up across LA’s most active corridors: DTLA, Venice, Santa Monica, Hollywood, West Hollywood, Fairfax, and Melrose — areas known for music, nightlife, and shopping, and organic discovery.
Timing was deliberate. Rollout centered on weekends, when people are meeting friends, hitting shows, and exploring neighborhoods. That’s when street-level posters earns its keep: seen, photographed, shared, and remembered.
Large-format wheatpaste posters were selected to match the scale of LA’s wide streets and boulevards — impossible to miss on foot or from a passing car, ensuring everyone moving through the city’s key neighborhoods knew Ed Sheeran had something new on the way.
Posters were strategically placed across neighborhoods to ensure Angelenos encountered the campaign more than once — building the kind of repeat exposure that turns awareness into anticipation.
500 posters. 1,225,000+ impressions. Timed for maximum impact across LA’s cultural hotspots.
For an album launch, wheatpaste just works. It carries the DNA of music promotion — concert flyers, grassroots hype, fan culture — but when placed strategically and executed at scale, it becomes something more: an out-of-home media channel with real cultural credibility.
Los Angeles amplifies that further. This is the epicenter of the music industry — the city where labels, producers, managers, artists, creators, and tastemakers all operate in the same zip codes, walk the same streets, and participate in the same culture. In LA, street-level advertising reaches the entire ecosystem that decides what the world listens to next. No other city puts a music release in front of that many music culture creators and influencers at the same time.
The result was a campaign that made Ed Sheeran’s album feel present and alive in Los Angeles — not advertised, but embedded.
Why wheatpaste wild posting advertising is a perfect for music releases.
Posters Are Culture
Wild posting and music releases have gone together since the 1960s, especially in Los Angeles.
Weekend Drop
Posters placed on Fridays, Saturdays, and Sundays — when discovery is at its peak.
Streets Makes it Real
Physical presence in a city carries weight that digital impressions don't.
Ready to take your campaign to the street? Select a time to chat with our team.
