It’s promoting his upcoming new album and shows. I didn’t know about either, because Ed’s music is not my thing. That said, I’m infinitely more likely to spend money on either just by knowing. Now take my experience and apply it to someone that might buy either experience. If a couple of people do, and it’s likely that will happen because that’s how marketing works, then it will probably be worth it. Even with this article, more people will be exposed increasing the chance for more buyers.