1. Synergy and Cross Media
Convergence for One Direction
By Amirul Islam

2. What are they?
One Direction have quite a list of how they
promote themselves and their music through
many things such as;
• Movies
• Documentaries
• Merchandise
• Games
• TV shows

3. Movies
This is more like cross media convergence as there are two types of
media involved to promote each other . Nevertheless, One Direction are
still able to promote themselves and their music. Their music video, “Best
Song Ever” was essentially are marketing tool to promote their new film
“This is Us” which is about their lives on tour. This film poster was seen at
the end of the music video which was also a way of telling their audience
about their new film if they weren’t aware. The film itself featured songs
of One Direction so that way their music was showcased to the people
who watched their film and haven’t their music.

4. Documentary
Channel 4 created a documentary focused on the fans of One Direction
and it was called “Crazy About One Direction”. This essentially
promoted One Direction as their name was featured on the title whilst
being focused around them, it made other people aware of who they
are as Channel 4 is a mainstream and popular channel within the UK.
Also, this helped promote Channel 4 on a global basis, as fans of One
Direction across the world would have tried to watch the documentary
that is on being featured on that channel.

5. Merchandise
One Direction have several types of merchandise with each being unique to
each member of the group. One Direction sell t-shirts, bags, pens, jewellery,
perfume, nail polish, dolls and so much more which is generally targeted to
a female audience. This essentially is a great way for fans who are obsessed
for one member over the other as the merchandise might make the fans
feel closer to the one they obsess about whilst also being a great way to
generate money. The merchandise itself will help promote the band as it will
be featured on websites and shops and will attract a huge audience. This will
also help promote the sellers themselves as they will be distributing the
merchandise on behalf of the band.

6. Games
One Direction have also been featured in games such as Just Dance,
where the player dances to the song. In the game, the song “What Makes
You Beautiful” and “Kiss You” by One Direction is featured and also has
avatars that resonate with One Direction. This is a great for the band to
promote their music as player who enjoyed the song and haven’t got it
may be tempted to buy as they enjoyed dancing to it. This is also a great
way for Just Dance to sell themselves as fans of the band may buy the
game as One Direction are involved.

7. TV Shows
One Direction have featured on TV shows numerous times ranging
from The X Factor to Children In Need. They generally appear on TV
shows when they want to promote their new music as they did for
their first single, “What Makes You Beautiful” on the TV show, Red
Or Black. This works both ways as, if audiences know of the bands
appearance, the ratings will rise due to the audiences tuning in for
their performance. The music for One Direction is regularly used in
the background by the X Factor which does makes the viewer aware
of One Direction’s music thus promoting the music a little bit more.