【Watch Wet Woman in the Wind (2016)】

There's nothing unusual about seeing Ed Sheeran trending on Watch Wet Woman in the Wind (2016)social media, especially not at the moment.

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.