The Wall Street Journal reports that English singer and songwriter Ed Sheeran is close to breaking U2’s record for the highest-grossing tour despite charging less for tickets than other big stars. Sheeran’s average ticket price last year was $89 compared to $116 average for Taylor Swift, JAY-Z and Beyoncé, whose tours were the next most lucrative. According to Pollstar, a big reason Sheeran is so successful is that he simply performs more shows–94 last year compared to about 50 each for Taylor Swift and JAY-Z and Beyoncé. His lower-price strategy also aligns with his young and family-skewed fan base, who like the 28-year-old’s regular-guy image and sentimental love songs. His No. 1 hit “Perfect” was one of 2018’s most popular wedding songs. “While some acts have older audiences who can often afford to pay more, Mr. Sheeran’s “sweet spot is with teen girls/women under the age of 35,” says Russ Crupnick of MusicWatch. Another reason is that Sheeran’s stage show is relatively simple which keeps touring costs lower. Sheeran’s current tour ends August 26, and he’s on track to overtake U2’s crown for the highest all-time gross. He has already broken U2’s record for attendance.