whoever is missing must be fading and losing the teenage base
Only 1D matters now They got a full page on the IFPI report where they were trying to explain the phenomenon
Quote:
The art of digital marketing
One Direction mobilise an online army
Sonny Takhar, managing director of Syco Music, has seen the impact of the social media phenomenon first-hand with the explosive international popularity of the band One Direction. The band was signed to his label after appearing in the 2010 series of the UK edition of The X Factor. The band broke in the US with their debut album Up All Night, which sold more than three million copies worldwide. Their second album Take Me Home went straight to number one in the charts in 35 countries in its first week of release, selling more than four million copies.
The band has an engaged online fan base, with Syco estimating that One Direction were responsible for around 21 million daily digital interactions over the last year, from online searches to video views. The band has more than 8.1 million followers on Twitter, more than 40 times the number of UK Prime Minister David Cameron. One Direction’s video for their single Live While We’re Young generated 8.3 million views in one day on VEVO in September 2012, setting a record for the service.
Social media played a crucial role in the development of One Direction’s career. Takhar attributes the success of the band to three main factors. “First, we had a group with a point of difference and a clear identity that reinvented the boy band for this generation of teenagers. Second, we had a breakthrough track with What Makes You Beautiful that was a seminal pop song. Third, we had a powerful route to market that simply didn’t exist 10 years ago.”
Social media enables artists to have a powerful direct relationship with fans, something that wasn’t possible to achieve with traditional media simultaneously on an international scale. Using social media is as important as the A&R process and traditional marketing efforts. Yet artists still have to visit different markets and engage with fans to build on their social networking success.
One Direction fans in the UK acted as effective ambassadors for the band, promoting them on social networking platforms to other users worldwide. Fans overseas then called their local radio stations, asking that they play One Direction’s music. The impact of social media and fan-driven support became apparent when the band visited the US for the first time, to support the band Big Time Rush in a performance at the Radio City Music Hall in New York. Police in Manhattan had to close down a street because of the crush of One Direction fans.
Takhar says: “Historically, this sort of thing happened to popular bands on their third or fourth visit to the US. This was One Direction’s first time there and yet the fans knew every song and every lyric to every song. They knew all the band members and who their favourites were. Ten years ago it would have taken 12 months to get to that level of engagement.”
Only 1D matters now They got a full page on the IFPI report where they were trying to explain the phenomenon
Interesting read.
It is true, first time I saw a picture of Zayn I didnt even knew who it was or from where(I just knew he was perfect ) but someone from the UK had him on their sig in some other forum
It is true, first time I saw a picture of Zayn I didnt even knew who it was or from where(I just knew he was perfect ) but someone from the UK had him on their sig in some other forum
All those UK fans helped spread them
Only 1D matters now
I knew about them cause of their covers of Kelly Clarkson and Rihanna. To be honest I thought they were bad back then lol
Niall should come on stage shirtless at least once
I knew about them cause of their covers of Kelly Clarkson and Rihanna. To be honest I thought they were bad back then lol
Niall should come on stage shirtless at least once
LOL same here. The first performance of theirs I heard was My Life Would Suck Without You (and it was terrible.... would never have voted for them).
This was maybe March of last year. Though I had heard OF THEM and seen pics on tumblr and various forums for probably a year before that. I had simply never been motivated to look them up since I had no males fav's and HATED most boybands.
Only 1D matters now They got a full page on the IFPI report where they were trying to explain the phenomenon
Interesting read.
I love reading things like this. It's so interesting but I feel like as much as they try to explain it, they can never really get to the fact of the matter. Yes, they're marketed towards a specific audience, and yes they have a better avenue to their audience than BSB/*NSYNC had ten years ago. But I don't think anyone still expected this and it's something unexplainable.
They got a full page on the IFPI report where they were trying to explain the phenomenon 
) but someone from the UK had him on their sig in some other forum 
