Ed Sheeran is a singer-songwriter whose pop album Divide was Nielsen Music’s most popular album of 2017 in the United States as ranked by total equivalent album units. The path to success for pop musicians involves reducing the elasticity of demand that they face and building barriers to entry. That sounds like economic babble, but it has a lot of meaning. Using the language of economics and the concepts presented in this chapter, explain why lowering the elasticity of demand and building barriers to entry are exactly what Ed Sheeran is trying to do.