One Direction

One Direction

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About

One Direction is a British-Irish boy band formed in 2010, consisting of members Louis Tomlinson, Harry Styles, Niall Horan, Zayn Malik and Liam Payne. The group rose the fame after finishing third in the seventh series of British television music competiton reality show The X Factor.

Early Career

One Direction was formed in July of 2010 after each member failed to progress to the “Boys” category while competing on The X-Factor. After guest judge Nicole Scherzinger[3] suggested the five boys form a group, they were put together and managed to finish third in the show’s “Group” category. After the competition, One Direction was signed to a £2 million Syco Records record contract by Simon Cowell.

Online History

On August 9th, 2010, the domain OneDirectionMusic.com[6] was registered, which serves as the official promotional website for the boy band. On September 30th, the “One Direction” Facebook[8] page was created, accumulating over 12 million likes by December of 2012. On October 29th, the @onedirection Twitter[7] account was created, which gained over 8.6 million followers over the next two years.

One Direction rose to fame in the United Kingdom after an online marketing campaign was launched on July 4th, 2011. The campaign was based around a fictional diehard fan character named 1DCyberPunk,[4] who purportedly stole the group’s laptop and leaked images and videos as fans completed a variety of challenges online.



What Makes You Beautiful

On August 19th, 2011, the music video for the group’s hit single “What Makes You Beautiful” from the album Up All Night was uploaded to OneDirectionVEVO YouTube channel (shown below). Within 16 months, the video received over 301 million views and 1 million comments.


On April 21st, YouTuber barelypolitical uploaded another parody portraying the group as mentally disabled (shown below, right), receiving over 23.8 million views and 85,000 comments within the next eight months. On July 20th, YouTuber BartBaKer uploaded a parody of the video, portraying One Direction as a group of overly feminine guys (shown below, left), which received over 3.8 million views and 15,000 comments in the next six months.



Other YouTubers followed suit, with over 3,000 search results for the keywords “what makes you beautiful parody” on YouTube by December of 2012, many of which accumulated several hundred thousand views.



#WearAsManyClothesAsYouCanAtOnceFor1D

On May 28th, 2014, 2:13 PM EST, One Direction band member Liam Payne[11] introduced the hashtags #WearAsManyClothesAsYouCanAtOnceFor1D and #wearahoodyfor1d. These hashtags challenged One Direction fans to layer as many items of clothing as possible, take a picture and tweet it out using the hashtags. In less than 24 hours the tweet gained over 80,000 retweets and over 100,000 favorites.



Some sites[12] speculated that Payne might have introduced the hashtags to divert attention from a video which The Daily Mail[13] published the day before which features One Direction band member Zayn Malik smoking marijuana while band member Louis Tomlinson talks from behind the camera. In less than 4 hours the hashtag #wearahoodyfor1d[14] was tweeted out over 160,000 times and the hashtag #WearAsManyClothesAsYouCanAtOnceFor1D[15] was tweeted out over 170,000 times.



Fandom

In addition to their branded web presence, there are many sites dedicated to the band run by their fans. Onedirectionfanfiction[21] collects pieces of fan fiction about the band, One Direction Fans[22] features a photo gallery and lyrics to the band’s songs and Onedirectionfans.net[23] features frequent updates on the band’s tour dates. Popular fan-run Tumblrs dedicated to the band include official-one-direction[16], funny-with-one-direction[17] and the5boysnews.[18] Fans tag their One Direction content 1D[19] and One-Direction.[20] As of May 2014, there are over 250,000 pieces of One Direction fan art on DeviantArt[22].



Reputation

One Direction has a large fanbase consisting of pre-teen and teenage girls called “Directioners”, similiar to Justin Bieber’s “Beliebers” and Lady Gaga’s “Little Monsters.”



The band has garnered a considerable anti-fandom as well. A Facebook pages for “One Direction Sucks”[9] and “I Hate One Direction”[10] have received over 9,000 likes each as of December 21st, 2012. YouTuber ghero46 uploaded a video titled “Why I HATE One Direction” on Feburary 21st, 2012, in which he explains how he is disturbed by pre-teen and teenage girls expressing their sexual attraction for the band members (shown below). Within the next year, the video received over 300,000 views and 9,700 comments.



Search Interest

External References

Recent Videos 22 total

Recent Images 66 total

Top Comments

Bill Clinton
Bill Clinton

We should stop paying attention to these things. It’s not “ruining music” or anything, since it’s been going on since the 60’s and keeps on repeating its same pattern. They’re not bands, they’re products. You’re not their target audience. One Direction will fade away in a few years just like Jonas Brothers and countless others did. There’s nothing to worry about.

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