2. ONE DIRECTION
ONE DIRECTION IS A BRITISH BOY BAND THAT WAS
DISCOVERED ON THE X FACTOR UK BY SIMON COWELL.
THE BAND CONSISTED OF FIVE BOYS; HARRY STYLES ,
LOUIS TOMLINSON, NIALL HORAN, LIAM PAYNE AND
ZAYN MALIK.
THE BAND HAS RELEASED THREE ALBUMS WITHIN
THE PAST THREE YEARS HAVE RELEASED THREE TOPSELLING ALBUMS WITHIN THE PAST THREE YEARS.
THEY ARE THE SECOND WEALTHIEST PEOPLE UNDER
THIRTY IN THE UK.
3. ONLINE/SOCIAL PRESCENCE
One direction won a Social Star award in 2013 for their
“popularity across the worlds 11 biggest social media
platforms” including music group (France-Presse, 2013).
They consistently have and use their own accounts on a
variety of social media as well as accounts for their music
group. They currently participate in:
Twitter, Facebook, Google+, Tumblr
Instagram, Kik, Vine, Pinterest
Soundcloud, Youtube/Vevo, MySpace
www.onedirectionmusic.com/
http://www.onedirectionfanclub.co.uk/
‘This Is Us’ movie
‘Where We Are’ book
4. BRING 1D TO ME
A SOCIAL MEDIA MARKETING CAMPAIGN
Simon Cowell’s record label, Syco, developed an online
marketing campaign called “Bring1DToMe” to engage
fans with One Direction online and in the real world. The
campaign centered on an obsessive fan named
“1DCyberPunk” who stole the band’s laptop and offers a
series of challenges for fans to prove how big of a fan
they are in order to get it back. There were quizzes,
riddles, sing-a-longs, and video challenges that had over
200,000 participants in the span of fifty days. There were
also 12 successful twitter trends and more than 2.5
million Youtube views.
http://adage.com/article/global-news/u-k-boy-banddirection-rises-social-media/234105/
5. FANDOM
One direction has their own fan club run in the United
Kingdom that has almost 70,000 members. There are
also countless sites revolving around the popular band
that engages fans with their music content as well as
other fans. Thousands of fans gather around the band’s
every move to even catch a glimpse of them. Their fan
base has been compared to the Beatles.
6. PRICE OF STARDOM
Harry, Zayn, Liam, Louis and Niall all participate
frequently with their fans. They regularly post new
Instagram pictures, blog posts and new personal videos
of the boys behind the music scene. They also frequently
participate in meet-and-greets and always take time to
sign autographs for fans.
They never hesitate when fans want to take their picture
with them. However because of this fame, it is hard for
the boys to be out and not get caught by fans. This
means that they don’t hand out free swag, hand out
flyers, or do anything of the social nature that could
physically harm them.
7. ONLINE VS PHYSICAL
SPACES
They do however have an array of merchandise and
swag that you can buy at nearly any store in the mall it
seems these days. From Dollarama to Claire’s, One
Direction has taken over many industries. This can take a
toll on their fan base by not giving them the interaction
that they thirst for. Every fan of One Direction would do
nearly anything to see or speak to the band. If there
were more opportunity for the people to meet and see
the band then this would increase their popularity.
8. AUDIENCE
One direction is described as “teen pop, dance-pop, poprock with elements of rock and electro pop”. Their
main audience focus is girls. They are known for their
attractive looks and their charming qualities which drive
young girls mad.
They have very love-oriented lyrics in their songs that
older boys wouldn’t enjoy as much as young girls.. They
have very relatable lyrics for teens that communicate to
the fans and provide a comforting cushion and
motivator for young people. Even I, at 21, love One
Direction and find them all very enduring and attractive.
9. GIVING BACK
Charity is a very important role in the band’s life. Among
the many charities they are involved in, some of them
include; the Alzheimer’s Association, Comic Relief,
Greenpeace, Mines Advisory Group, Sport Relief, and
Trekstock. They have also helped raise an abundance of
money for various charities as well. These include
Children in Need, Help for Heroes, the Great Ormond
Street Hospital Children’s Charity, Stand Up to Cancer,
and Bristol’s Children Hospital.
10. CHARITY AND FUNDRAISERS
They created a remake of the classic hit “One Way or
Another” for the 2013 Comic Relief single. The video for
this single showed the band in Ghana volunteering at a
hospital and school. The video looked like the kids had a
blast as well as the band mates. Each of the five boys
individually donated their own money to the charity as
well. This is one of many charitable videos they band has
made for charity.
The band was ranked as the second most charitable in
2013 by social change organization
www.DoSomething.org.
