Ed Sheeran doesn't sell front row tickets for his shows. He does this so he can see his real fans in front of him. Instead of selling them, he gives them away to fans outside of the venue so it's not just the wealthy people who sit front row.
https://www.news.com.au/entertainment/music/tours/ed-sheeran-tickets-just-99-for-australian-arena-tour/news-story/7de1506e52691215eee78fc64d3aac3b
