EXCLUSIVE: Apple just won an auction for world screen rights to Songwriter, the Murray Cummings-directed documentary that shows singer Ed Sheeran as he finds the handle on writing and performing his distinctive songs. Deal is low to mid-seven figures for world rights, and Apple will make it an event release that includes a theatrical component along with release on Apple’s multiple platforms. The film made its world premiere in Berlin, and tonight the docu is making its North American premiere in the Tribeca Film Festival.

The docu — Cummings is the singer’s cousin — shows Sheeran working through his creative process as he crafts and performs hits. He’s accompanied by the likes of producer Benny Blanco, who helped him craft the song “Love Yourself” for Justin Bieber. Kimmie Kim produced the pic. Stuart Camp and Stefan Demetriou are the exec producers.

The film deal was brokered by 3oWEST, negotiating with Fox Rothschild’s Marc H. Simon for the filmmakers. Larry Jackson negotiated for Apple Music. The sellers previewed the film prior to several prospective suitors before tonight’s 7 PM Tribeca premiere.