At some point in the late 20th century, there was a shift in concert culture as shows across the board became less about performing songs and more about producing spectacles. Multi-million dollar budgets, pyrotechnics, hydraulics, special effects, LEDs, flying cars and whatever else you can imagine are just a regular part of artists’ stage shows these days—which is exactly why the top touring act of the decade might surprise you.

Ed Sheeran incorporated none of the above into his Divide tour, but still managed to gross an insane $740 million USD across the tour’s two-year run. And while two years is undoubtedly a long time to be on tour, Ed managed to rake in the big bucks while charging a modest $89 average ticket price, far less than many other artists. For comparison, Jay Z and Beyoncé’s On The Run tour tickets clocked in at $150 a pop on average.

There’s a few other factors to Sheeran’s profitability, including his dependability. Out of the 260 dates, he only canceled a handful—four of which were when he broke his arm during a biking accident, making the central part of his stage show (playing the guitar) impossible.

To top it all off, Sheeran’s commitment to his fans throughout the Divide run was palpable. His team were diligent about canceling tickets purchased by bots in an attempt to curb scalping or resale, and for a number of shows they purposely didn’t sell front row tickets—which would have fetched a higher price—in order to surprise fans who purchased nosebleed seats with a nice upgrade.