There was widespread shock at the dangerous craze, highlighting an unexpectedly sinister side of the digital fan world. On announcing Zayn Malik’s departure from the band in 2015, #Cut4Zayn trended on Twitter, promoting self-harm to convince him to return. Not without its risks, social media sometimes proved to be a double-edged sword for 1D.
#One direction history video release how to
Behind the scenes we did extensive social media training with the boys so they understood how to respond to a tweet.” This was no lucky accident, as revealed by Syco / Sony Entertainment director, Mark Hardy: “The essence of the strategy was not to position One Direction as demi-gods but as ‘my mate’ the girls could have access to 24/7. The result? An average of 21 million Twitter followers each, the official Twitter account ranking #27 globally, and all (past and present) members of the band featuring in the top 100 most followed accounts. 1D empowers its fans by addressing them directly on Facebook, Twitter and Instagram, offering them exclusive photos and messages before the journalists find out, creating the idea that the fans come first. Following Tuesday’s release of “History”, three minutes and 15 seconds of nostalgic montages (and, for many, nothing short of an emotional rollercoaster), we’ve been dissecting the PR genius that has led to the boys’ indisputable success…Įmbracing the digital age of music, the band has built its global fan base by placing social media at the centre of everything it does. Whether you love them or hate them, there’s no denying that One Direction has reaped the rewards of Simon Cowell’s magical, media machine. Noel Gallagher once slammed them as c***s who don’t deserve fame, others have hailed them as the 21st century’s answer to The Beatles. Hiatus, JAM reflects on the media highs and lows of this ground-breaking band.ĭisclaimer: Jaime does not condone the use of the word, “ground-breaking” in this context, or endorse any positive views expressed about the music of One Direction in this blog post. As the 1D boys unveil the music video for their final ever single before the split