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Ed Sheeran - Shape of You

When Ed Sheeran dropped the official music video for "Shape of You" in January 2017, he unleashed an unstoppable global juggernaut. Directed by Jason Koenig, the cinematic video brilliantly subverted romantic pop tropes. It starred Sheeran as a determined underdog training in a boxing gym, falling for a fierce female fighter (Jennie Pegouskie), and culminating in a hilarious, surreal sumo showdown with retired champion Yamamotoyama Ryūta.

Fascinatingly, Sheeran originally crafted this tropical, dancehall-infused rhythm for Rihanna. Realizing its infectious potential, he kept it for himself—a decision that yielded the most-streamed track of the decade and a diamond-certified smash.

Time Capsule (2017): The video arrived during a seismic shift in pop culture. In 2017, streaming officially surpassed physical formats to dominate the music industry, while fidget spinners swept the globe and Despacito sparked a global Latin movement. Against the backdrop of massive political realignments and the rise of short-form video apps like Musical.ly, Sheeran’s pulse-pounding hit provided the defining, inescapable soundtrack to a rapidly changing world.

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