ONE DIRECTION

ONE DIRECTIONONE 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 WITHINTHE PAST THREE YEARS HAVE RELEASED THREE TOP-SELLING ALBUMS WITHIN THE PAST THREE YEARS.

THEY ARE THE SECOND WEALTHIEST PEOPLE UNDER THIRTY IN THE UK.

ONLINE/SOCIAL PRESCENCE

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

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:

BRING 1D TO ME

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-band-direction-rises-social-media/234105/

A SOCIAL MEDIA MARKETING CAMPAIGN

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.

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.

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.

AUDIENCEOne direction is described as “teen pop, dance-

pop, pop-rock 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.

GIVING BACKCharity 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.

CHARITY AND FUNDRAISERSThey 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.