Project:Mafiathon
Date:12/09/2025
Categories:Twitch, Live Streaming
Ever woken up to the words “Will your mouth still remember the taste of my love”?
As part of Ed’s Play album release week I put him on Kai’s Mafiathon. We staged a surprise wake up live on stream. Ed broke into Kai’s house and woke him with a song.
The moment exploded. Across TikTok, Instagram and YouTube Shorts the clips hit 142 million views in just three days. A cultural flashpoint that introduced Ed to a new audience at massive scale.
Ed Sheeran
Sept 2025
Ever woken up to the words “Will your mouth still remember the taste of my love”?
As part of Ed’s Play album release week I put him on Kai’s Mafiathon. We staged a surprise wake up live on stream. Ed broke into Kai’s house and woke him with a song.
The moment exploded. Across TikTok, Instagram and YouTube Shorts the clips hit 142 million views in just three days. A cultural flashpoint that introduced Ed to a new audience at massive scale.