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Expert confirms why One Direction was the last British boyband to succeed


With more than 70,000,000 record sales under their belt, a multi-million-dollar grossing movie, and five sell-out global tours, it wouldn’t be hyperbolic to class One Direction as the boyband of a generation.

From 2010 until 2015, Harry Styles, Niall Horan, Zayn Malik, Louis Tomlinson, and Liam Payne had the music industry wrapped around their little fingers. If 1D said ‘jump’, millions of fans would ask ‘how high?’

Jetting across countries, promoting albums, performing on prestigious stages, and the ability to send teenage girls into a frenzy with a singular Instagram post was all the fivesome knew throughout their formative years, before [insert pun about different directions here] disbanding for an indefinite hiatus.

In the wake of 1D’s split and as their solo endeavours see them soar to stratospheric heights, it begs the question: where did all the boybands go?

Gone are the days of Boyz II Men, *NSYNC, and 5ive – Take That and Westlife are ‘man bands’ now, and K-pop stars BTS and EXO are far too big for the ‘boyband’ label, having become their an entity of their own.

Since 2010, fellow boybands have been trying to break through in a crowded industry. Alas, The Vamps, Rixton, and Lawson, to name just three, never reached 1D mania status.

So, taking charge once more after forming One Direction on The X Factor 14 years ago, Simon Cowell is on the hunt for the next big band, hoping to catapult a group of wannabes to mega-stardom.

But… will it work? Metro.co.uk spoke to an expert, who analysed the careers of boybands from years gone by and confirmed what many of us suspected – no others will emulate what One Direction achieved.

PR expert Natalie Trice, who often looks at trends within the celebrity world, has long pondered why bands from JLS to The Wanted never quite broke through.

Firstly, she puts it down to timing and market saturation. Quite simply, the world hasn’t needed another boyband.

‘When One Direction emerged, the market was ripe for a new boy band phenomenon, but subsequent bands entered a saturated market with high competition and that was bound to make an impact,’ she explains, noting that Cowell has returned to capitalise off that gap in the market a second time.

‘One Direction had a unique charm and relatable personalities that resonated widely, and there is no doubt that their branding and media presence was exceptionally managed, creating a strong, loyal fanbase that followed them through their band life and solo careers.

‘Simon Cowell’s influence, insight, ambition, and strategic media exposure played a significant role and the mania, much like the Beatles and New Kids On The Block, doesn’t happen often.

‘His experience and network provided 1D with unparalleled opportunities. Simone and his team are a media and marketing powerhouse and 1D’s strategy, from social media engagement to public appearances and press interviews, was robust and created a visibility and hype that others struggled to match.’

Trice adds that One Direction’s large fanbase created a cultural shift, as the pop stars held …read more

Source:: Metro

      

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