Till a few months
ago, I did not know much about One Direction, besides some of the
gossip UK's Daily Mail provided me with. (Yes, I love
tabloids and they do not take any seriousness away from my
journalism.) Now in Australia, I find them everywhere.
You go to a mall
and you can hear Harry Styles singing Story of My Life on the radio.
You come across a video of two of them smoking a joint in Peru and
then it's on a television news channel. They're as popular, or maybe
even more, among teenage girls as Boyzone and Backstreet Boys were
during my teens. You cannot miss them any more.
One Direction band members from left to right: Louis Tomlinson, Liam Payne, Harry Styles, Niall Horan and Zayn Malik |
So when Michael
Klaehn, lecturer, Social Media Marketing at Queensland University of
Technology, gave us an exercise to map the social media activities of
our favourite musicians, I chose One Direction. They're not my favourite but I found them interesting. Since I did not know
anything about them, I started by watching their videos of X Factor
on YouTube. The five of them – Harry Styles, Liam Payne, Louis
Tomlinson, Zayn Malik and Niall Horan – had auditioned individually
for Britain's X Factor 2010. The judges found them to be lacking
individually but then decided to try them out together as a group.
They managed to harmonise well and, over a few weeks, became a
national sensation of sorts even though they did not win X Factor.
Simon Cowell signed them for their first record and they grew to become one of the most popular boy bands ever. Most of the videos I watched had over a million views.
What makes the
band different from Boyzone or the Beatles is the immediacy with
which they can connect with their audience. So a 13-year-old die-hard
fan only has to log online to connect with her favourite band. Just their Facebook page has over 32 million 'likes'.
The touchpoint map |
To bridge the gap between virtual and real worlds, the band answers questions and requests posted by some of their Twitter followers during concerts much to the delight of screaming and delirious fans. No wonder they are so popular!
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