My Two Cents regarding One Direction and Rebranding, I'm an outlier by Skygazer555
The One Direction brand run as a business is VERY conservative. They plan things years in advance and micromanage the smallest details. People talk about seeding. Years are no big deal for what we were told was the end goal was during X-Factor. Harry Styles is being setup to be a huge worldwide superstar. The next Mick Jagger. One Direction boyband is a stepping stone towards that goal. The surprise of One Direction’s popularity and the original fan’s love of the OTP-5 and how much the fandom has embraced Larry Stylinson no matter how much they are told it’s forbidden are the wild cards they didn’t foresee and are still dealing with.
On the flip side, it’s the worldwide popularity of the band that has allowed Harry to become so famous in so few years. Until recently, Harry was the only one promoted as an individual. It’s only in the last few months that the other boys have gotten a few headlines about their professional lives and not about their PR relationships.
November has been a blitz of promo and PR. A common theme is Harry Styles=One Direction. Harry is the international superstar and A-lister. Harry in the middle of pictures, Harry the main subject of OTP-5 interviews„ Harry dresses differently than the others and stands out—Harry and the rest. Harry might even be Bi.
The other four have PR storylines according to their assigned roles for One Direction brand for the times they do make the news. Zouis are the bad ones. Both are tied up in longterm relationships with their girlfriends which started at the tender ages of 19 which are heavily PR’ed but referred to as “private.” Liam sells the management storyline and is their appointed spokesman.His image is also used to appeal to right-wing conservatives. Niall is the good one who appeals to almost everyone.
New fans being exposed to One Direction will have one focus and one focus only. Harry Styles.
I think the One Direction brand is undergoing rebranding but not in the way old fans expected. People expect Harry to leave One Direction and go solo. While Harry may put out a solo album, I’m wondering if the post boyband One Direction structure will feature Harry Styles and those original members who choose to stay.
If One Direction stays together post boyband years and Modest, it’s guaranteed they will put out an album that will be a hit, featuring Harry Styles. If Liam and Zayn stay, likely they will get a song or two per album to showcase their talents as leads. Niall is an everyman who people like. Louis is undervalued. He is not showcased. He has a unique voice but it seems like his current experiences in 1D has made him not want to be in the spotlight as a performer singing a solo line or lead.
I predict the next album will be for mature fans although as pop stars they should make sure to include some top-40 fare as smart business. Probably some of the missing tracks from the current album were pushed to be on the next album.
What’s happening now is helping to establish the One Direction narrative for new fans. This is the One Direction they want people to see. Not the nostalgic boys old fans first met on X-Factor. A music group featuring Harry Styles. The strangest aspect of this though is going on talk shows and NOT performing.
What happened in the past is history. What is happening now is truth based on a PR plan and the future which is already written is to further the goals of the brand. If Louis and Harry’s personal relationship survives being managed through the interest of the brand, I assume they will eventually announce a relationship but not go back for the past. Remember everything to date that has happened was REAL.
So there is a lot of rebranding going on just in a longterm very planned manipulative conservative fashion.
So I think that is what is being presented as the new One Direction. What do you think?