I’ve gotten a few messages about what’s all the fuss about the Honda Civic tour announcement so here’s what I’m seeing:
I think first and foremost we need to think about the fact that the Honda Civic Tour provides fans with a chance to win a car. What age range is looking to own a car? Not the 12-year olds that people often think comprise 1D’s fan club. So we can see that 1D’s market is shifting up. Add that to the list of other artists Honda has sponsored (Maroon 5, Linkin Park, My Chemical Romance, Black Eyed Peas, to name a few) and we’re looking at a 16-25 year old ideal audience in my opinion. This is a big step forward in creating 1D’s new image.
Honda and LGBT
In 2009 Honda joined the Gay Friendly list of Automakers. They pledged to act progressively towards their LGBTQIA+ employees and employers. There doesn’t seem to be much else on the subject of LGBTQIA+ and Honda but at the very least they’ve allied their organization with the community.
Really, where? Well, the opener for 1D on the Honda Civic tour dates is Icona Pop, which just so happened to be managed by our good friend Jeff Azoff. Now, it’s important to note that this is not a connection business wise to Irving Azoff. Jeff works for CAA which is separate. Still, it is a connection in name, and another example of the Azoffs being seen alongside 1D.
Speaking of Icona Pop, they’ve been called LGBTQIA+ icons. While the duo themselves are not queer they have spoken out about not caring what people of their sexualities, being pro-gay, etc. Their song “All Night” is about drag culture and their song “girlfriends” can be interpreted as being about lesbian love. You can bet on them attracting a pro-gay crowd.
So to sum it up we have 1D marketing to an older, pro-gay audience and we have business ties between Jeff and 1D. I, personally, am very excited by this announcement.
Read the press release here.