Why Louis’ current rebranding is more effective and less harmful than you think

We all know it is vital that for 1D to have any sort of a future, they need to appeal to a more adult market. What’s the best way of doing that? Make them seem like adults. It’s pretty simple right. 

Sure, you say, but why do they have to push straight partyboy Louis? How is that helping anyone? Well, let me tell you. 

Straight partyboy Louis is, despite what the fandom thinks, the most innocuous, forgettable image that you can push on a young white male celebrity. Adults don’t really give a fuck that a 23 year old boybander is out partying and picking up girls. It’s a non-story and anyone who has been 23 knows it’s pretty standard tame behaviour. He’s not getting arrested, he’s not shooting up, he’s not using prostitutes or doing anything scandalous that would make adults sit up and take note. And whilst it feels to us that they are pushing the het thing really hard, remember that for most people heterosexuality is so much the norm that it doesn’t register. They won’t read these articles and go, oh my gosh, he must be straight, that is big, fundamental information I shall retain and never let go of, they will just go, meh, he’s normal, whatever. Or if they’re smart they will just point out that he is gay and this is PR.

My point is that these kinds of articles are the best way for his name to be in the papers, giving just enough of a sorry excuse for a story that they can print his name in non-1D contexts, without adults getting too suspicious that something is afoot, because the stories themselves are pretty dull. These are the stories people will skim past, shrug off, claim they don’t care about or that they are unshocked by…

BUT - and here is what matters - they will also subconsciously incorporate the name of Louis Tomlinson into their mental catalogue of adult celebrities. Skim past enough half-arsed stories about Louis Tomlinson and eventually, without even trying you will have an idea of him doing things that adults do. No more “One Direction, aren’t they like 16?” because no, somewhere in your mind you associate them with alcohol and clubbing and the use of drugs being non-shocking, so, your brain does the work quietly in the background and concludes, they must be adults.

Side bonus point - these sort of articles can actually prompt people to defend Louis Tomlinson as being an adult. Literally, they are provoking the public to actively assert that Louis is in fact an adult. 

Go check the comments on the article if you don’t believe me. Pay attention not just to what is being said, but to the number of likes and dislikes for each comment. E.g. “ He’s in his early 20’s, doing what people in their early 20’s do…leave him alone!” gets 1630 likes and only 179 dislikes. “He’s a role model to kids… needs to buck his ideas up” gets only 70 likes but 209 dislikes!

Happy days. The times they are a’changing…

genuinelybelieve replied to your post: anonymous asked:Maybe it’s possib…

per my tag, we started noticing that billboard was reporting on 1d more shortly after this: genuinelybelieve.tumblr…

Looking at my tag and at billboard itself, it looks like the coverage started going up in fall 2014, in time for Four promo season–emphasis on their great music, some attention paid to niall, going extra gentle and neutral on louis after the ‘bullshit’ tweet, plus some other news–but with the first news of zayn leaving and the elounor break up, sundy (and others, like vicodintea) pointed out the significance of billboard coverage, which got many of us noticing more.

It looks like the current heavier coverage started on March 19 with the story that the Philippines wanted Louis and Zayn to post a drug bond, then the zerrie drama, then Zayn left that day.

March 20:

March 22:

March 23:

March 23:

March 23:



Yahoo Celebrity UK caused quite the meltdown. A good kind of meltdown. Yahoo states they have not been hacked. Found it ridiculous. Yahoo is Larry AF. Yahoo ships Larry. Yahoo implying that Louis’ reaction to Taylor Swift’s name is a proof that Larry is realTheir opinion on compementary tattoos is HI OOPSTheir favorite tattoos are the anchor and ropeCompass to SHIPDon’t forget the hand actions for chicken stuffed with mozzarella wrapped in parma ham with a side of homemade mashYou are HI to my OOPSA side of what? Homemade mash! Admitted they lost their chillMake Yahoo Celeb UK your management proposal acceptedA random sequence of events has lead to something special #LarryEven as young as you are? Yeah yeah cutesy smilesI’d marry you Harry because it rhymes, duhWe are totally cool with having a gay couple in a boyband.   

 The interviewer Stephanie who was with them at the Yahoo Interview also became LARRY AF.  Most importantly she sets straight that she won’t get fired and will not be in any kind of problemWhy she got convinced of LarryAlways in my heart. ShipLoving The Larries mugLouis’ reaction to Taylor Swift’sname. Not trolling us. Would never do thatYou are a ship to my compassWants to be a GodLarent. Heck yesHarry and Louis are adorable togetherH/L did not do anything naughtyQueen of the Larry shippersThe interview was the final straw for her to believe in HLWe don’t need a piece of paper from the city hallH/L never hated each otherHI/OOPSHi to my OOPSDoes not mind staying the rabbit hole called Larry fandomThe OOPSPromised there will be only positive articles coming from them.


They are granted another OT5 interview... So tell me why they risked their position with 1D.. unless… unless…. UNLESSS….

yourgoldenview answered: wasnt it Hamstead in North London
tomlinsonoffinland answered: damn i can’t find the area of London where he was papped but it was on Nov 10th, the day after the livestream and right before the bullshit tweet if that helps at all.
worshippedlove answered: November 10th a few hours before BS2.0. And it wasn’t in Hampstead, it was somewhere else I can’t recall.
evenasyoungastheyare answered: I don´t know exactly where, but it was on 7th November (near Hampstead?)
everything-mel said: November 10th west end of London (…)
allonsyforever said: It was London and I believe it was the day before BS 2.0 actually !
harderthanregularcake answered: I don’t know where, but I know that he was spotted there right before BS 2.0 happened, not after.
everything-mel said: After the BS 2.0 or before?
harderthanregularcake said: Found!…
genuinelybelieve said: genuinelybelieve.tumblr…

mirandaskye: Did you mean this little photo op?

Okay, thanks for everyone’s responses! Super grateful since my memory’s quite poor with such things (as evidenced by that post, haha!) Anyhow. The question doesn’t pertain to BS2.0 per se, but rather the location where he was in. This might not be particularly groundbreaking but it’s just really interesting:

So I was dicking around the UK Government website reviewing copyright and patent laws and looking up trademarks (don’t ask!) when, on a whim, I typed ‘One Direction’.

WARNING: This is mostly business- and brand-related so it might be a tad bit boring for some! :D (Also, each printscreened info is public, so no worries of us violating anything. Also, this is dedicated for srslycris, since she loves this stuff.)

So here are the results that came up:

(There are other results as well but these are all the only ones relevant.)


1. ONE DIRECTION AND EACH BAND MEMBER IS TRADEMARKED TO THE HILT. Ever think about why 1D has the most ridiculous merchandise? Well, it’s because they have a werewithal to plaster the 1D brand and each band member’s face on almost anything and call it 'profit’.

And I used to remember telling people that each band member is a brand. Well, yes. Because their names are all individually trademarked, with a list on which kind of goods their names (and any representation of themselves: pictures, art, etc) can officially appear as part of the 1D merchandise. For example:

(It’s the same for Harry, Liam, Zayn and Niall, btw). 

This raises some questions for me:

  • Remember the Rovers deal? That’s the reason: Louis TomlinsonTM is a trademarked name. For Louis to use his trademarked name, (in a manner that’s outside of the permitted goods, to boot, ie., the fundraising thing) he has to get permission from 1D Media Limited. Which, weirdly enough, has all of 5 of them as directors, which makes them keyholders on decisions regarding permissions for their names. So did one of them not agree to the Rovers deal, being financially advised of a possible monetary fallout? Louis will be investing a huge amount of money on it after all, and will probably not be able to see a return of his money after some time. 
  • Or is it still within the original fandom suspicion that, though the 5 of them are the directors, since they are still being managed by Modest, all final decisions rest on M!M themselves (since they’re the ones who most likely have officially registered the brand and each band member’s name).


I don’t know if anybody has posted about this but 1D Media Limited is an account of Lee & Thompson. So, that pap walk of Louis’ could’ve had a more serious, business-related reason as well: he must’ve conferred something with Lee & Thompson about 1D Media Limited. 

(I think there was a post that Harry was seen with Lee & Thompson as well? Or was that another firm? And didn’t they represent Harry in that Daily Star thing? Now, I know why. They had to represent Harry since they were the firm handling trademarked representations of One Direction)


Before the 1D Media Limited-held trademarks for One Direction, the One Direction trademark was registered by a different company: 

TMS, which is located in Heywood Shepherd, 1 Park Street, Macclesfield Cheshire, UK SK11 6SR. Less than half an hour’s drive away from Holmes Chapel. 

Did Harry (in agreement with the others), with the help of his parents (or the other boys’ parents as well), have the foresight to register their band prior, when they were just starting out? Look at the items trademarked: very few and mostly paper- or clothing-related, very conservative and the usual avenues for fan merchandise, not like the goods-free-for-all that the 1D Media Limited has. And also look at the trademark: it starts with a UK not an EU, meaning that whoever registered didn’t really think that they would expand outside of the UK. So how does that factor in with the current trademark that 1D Media Limited has? Do they work in conjunction or is this one already defunct? 

Things may not be all sweetness and light inside the world’s biggest boy band even with a chart topping fourth album.

t’s a good news, bad news kind of week for pop music’s reigning kings, One Direction, filled with talk of chart toppers, drug poppers and “daddy” issues.

Due in Australia for an appearance at Wednesday’s ARIA Awards, the British five piece will be greeted with the news that their album, Four, has debuted at number one on the ARIA chart. This is hardly a new thing for them of course, with its three predecessors also reaching number one here and around the world since they emerged from a TV talent show in 2011.

Notably absent: Zayn Malik’s failure to perform on NBC’s Today Show caused the interviewer to ask whether it may have been drug-related. Photo: Getty Images

The chart topping debut is a sign that the fickle teen and pre-teen audience hasn’t become bored with Liam Payne, Niall Horan, Zayn Malik, Harry Styles and Louis Tomlinson the way they seemingly abandoned Justin Bieber, or countless other teen pop sensations over the years.

However, while they are beginning their awards show-filled week with the American Music Awards (AMAs) today, One Direction are also dealing with more than the usual array of gossip.

According to UK tabloid reports, Zayn Malik, who was late arriving for some promotional work last week in the USA – put down to a stomach bug – may or may not have “issues” with substances stronger than strawberry sherbet. It follows after Malik was captured on video allegedly smoking a joint earlier this year while touring Peru.

The rumours were enough to have an American breakfast TV host ask the band if this were true. The answer was no, followed by, if the usual gossip sources are to be believed, an angry group and management declaring off air that they will never again appear on said TV breakfast show.

Malik did, however, manage to show up to today’s AMAs.

More substantial than a ban on early morning chat is news that one of the group’s inner circle, Paul Higgins, may have left the fold. Higgins has been looking after the band on the road since 2011 as tour manager – a job which sounds like a glorified babysitter but combines parenting, logistics, bodyguard, gopher, driver, negotiator, buffer and bluffer.

It also is effectively the most intense and involved relationship any of the band has away from home and the One Direction lads reportedly called him “daddy”.

According to a “source” for the Sunday Mirror newspaper – not exactly the paper of record – Higgins quit in the past few days while the band were in the USA. Leaving during a promotional tour is bad enough but the closeness of the relationships makes a split, if true, quite devastating.

While the recent Malik drug gossip may appear the catalyst, like any “family” breakdown, the issues may have been long running ones as Malik and Higgins were apparently no longer on speaking terms before the departure.

Read more:

100percentsassy and I went to the one direction concert at Tinley Park on July 14, 2013.  They released a lot of inflatable balls during WMYB, and at around 4:40 in this video Harry has a classic Harry interaction with one of those balls.  We were always delighted that gifs of this moment never made it on tumblr, like it was just for us!!! but now we want to share!!!!!! HARRY STYLES IS SO WONDERFUL, EVERYBODY!!! 

anonymous asked:

would it be considered a breach of contract if harry and louis were outed by an icloud leak? Do you think thats in any way a possibility?

If they are outed anonymously on social media or by the press, I don’t see how they could possibly be held personally accountable, so no.

That very reason is why so many people are speculating so hard about a leak.

Fandom lawyers, your thoughts?

Open Letter to the Journalist Who Will Land the Harry + Louis Coming Out Interview

Tumblr fam, please reblog and add your own thoughts! (Also tagging some of my fave blogs in this, and I hope that’s OK.) 

By now I’ve made peace with the fact that I’m not going to get to conduct this interview. I’m also coming to terms with the fact that instead of being a 3-hour, clip-filled extravaganza on a newly-declared national holiday (Larry Day- where everyone will eat chicken stuffed with mozzarella, wrapped in parma ham, with homemade mash), we are likely to get a one-hour special at most, 42 actual minutes of screen time. If that

That isn’t a lot of time for those of us who have been waiting for this for 5 long years, and we have so many questions. So, you’re going to have to make the most of it. I understand that you, whoever you are, are not Larry as fuck. You’re not even 1D as fuck. I get that. But we are, and we need you to come through for us. We need you to do this right. So here is our list of polite demands, in no particular order:

- Ask them how and when they fell in love. Don’t get me wrong, we know it was like 0.01 seconds after meeting each other at the X-Factor, but we just want to hear it from them in their own adorable words. 

- Definitely ask them about Leeds. 

- Ask them about the secret signal and the rest of their sign language. Tell them we saw that. 

- Ask them how big of a role their management played in covering up their relationship and how willing/unwilling to be closeted they were. We need a lot of details here- we have years of pent-up frustration and anger that needs to be released in the appropriate direction. 

- Don’t ask about Eleanor or Taylor. We all get it. There’s only 42 minutes here. 

- Ask them if they ever broke up at any point. (OK, what we mean is that we want to hear them say that they’ve never broken up.)

- Ask them if Harry ever really moved out. 

- DO NOT neglect to ask them about Valentine’s Day in Paris 2012. 

- Ask Louis about the Always in My Heart tweet. 

- Ask them about the white paint on Halloween 2012. 

- A simple yes/no from them on Wellington will do. I mean, we all know. 

- Please ask Harry who took him to get his driver’s license. Don’t accept “my  burrito” as an answer. 

- Ask Harry if he just went to bed and had a quiet one after the 2013 AMAs. 

- Ask about the tattoos. Not like, a one-minute discussion where they confirm they have coordinating tattoos. We want to know about the tattoos. How did they decide what they were getting? Who would get their part first? What they really mean to them in terms of symbolism, what they were thinking when they got them, etc. All about the tattoos, please. There is nothing about the tattoos we don’t want to know. 

- Ask about the songs. All the songs. The meanings of the songs they’ve written and the songs they to sing straight to one another other and the songs they change the lyrics to. Particularly:

  • Little Things
  • They Don’t Know About Us
  • Strong 
  • Something Great
  • Ready to Run
  • 18
  • No Control
  • Night Changes

- Of course you should ask them if they’re planning to have a family even though we already know the answer (thanks, Barbara Walters). A great many of us believe they’ve already been married since at least 2013, but hey, go ahead and ask about that anyway. 

- Lastly, ask them if they’ve enjoyed trolling us all this time as much as we’ve enjoyed trolling them. Tell them it was a fun ride, but it almost killed us. Tell them that what they’re doing is so important to so many people, especially young people who are traveling on the same road to embracing who they are. Tell them we support them and we aren’t going anywhere. Tell them we’re proud of them. Tell them we love them. 

diggingandfluff too-old-for-this-ship vansandburberry glitterlarents genuinelybelieve birdonahotdog dammitharrehh worshippedlove straightguysdont lapelosa verily-i-say vicodintea plaidshirtsandheadscarves sundy bulletproofhalo larryappreciation coolbreeeze tellmethisisnotlove bakagamieru

The Dream Team

“They call him the Poison Dwarf,” Louis muttered, riffling a hand through his soft hair. The wine in his glass was almost gone but he was still keyed up, slipper-clad heels bouncing under his chair as Harry turned to peer at him from the sink.

“Sounds rude,” Harry said. He wiped his sudsy hands on the dishtowel that was slung over his shoulder and came to stand by Louis at the computer.

“I think it sounds – /oh/ – sounds good and scary. Intimidating, like.” Harry had begun to knead Louis’s tense shoulders, sure fingers dancing over all the right spots. He wondered when de-tensing Louis had become a familiar routine, and sighed at the thought.

But Louis slowly yielded to his hands, settling into a pleasant buzz as he clicked on another story about 30 Seconds To Mars and EMI. “See?” he gestured. “Scary.”

Harry nodded as he read through the article, reaching around Louis to steal the last sip of his wine and press a wet-berry kiss to his temple afterward. “I think you found him, babe.”

Louis let out a breath, and Harry felt a small jangling in his nerves. They were doing this. They were going to call the boys, probably have a few long, teary discussions as a band, but he knew. They were really doing this.

“You’re going to have to fly to LA, you know,” Louis said, as Harry pressed an experimental kiss into the golden column of his throat. “Seduce him.” He felt Louis shiver.

“I don’t seduce anybody but you,” Harry said.

“You friend-seduce everyone you meet, and you know it!” Louis giggled, turning in his seat to wrap his arms around Harry. “Cindy Crawford, honestly.”

Harry shrugged and smiled. “How many buttons, do you think?”

“Hmm…” Louis leaned back and squinted at Harry’s torso, pretending to consider. “I’d say no more than three. Four at the absolute most.”

“I love you,” Harry laughed. Three years on and still laughing. Oh, this was so going to be worth it.

“Love you too, sweetheart.”

“lmfao @ the anon who said harry’s trolling us… i mean yeah occasionally he likes to stir the fucking cauldron and cackle like a green ass witch but he’s still super gay and is just droppin hints on us like bird shit bruh it’s all cool” aka probably one of the best asks genuinelybelieve​ has ever gotten, badly illustrated for your viewing pleasure

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Queerbaiting, Harry Styles, and 1DHQ.

Disclaimer: This is a theory- I am speculating and not claiming this is what is happening. I don’t believe any of Harry’s recent comments are queerbaiting: he has been dropping hints w/rt his queerness for a long time so they are entirely consistent with broader patterns of behaviour. Since ‘not that important’ and 'don’t knock it till you try it" are the two instances the press has (finally) picked up on, it is these that I am speaking to here.  I really don’t think their team would allow these comments to make it to air, or Harry to strategically or disingenuously bait queer fans unless there was something in it for them… especially in light of their aggressive homophobia, including but not limited to, BS 2.0.

Queerbaiting is a slippery term that gets bandied about a lot by a lot of people with sometimes varying definitions. It is a thing though but people often disagree on exactly what it looks like, the different levels of it, what counts and what doesn’t etc. But just to say, it is bound up with internalised homophobia, and it’s an “excellent” (gross) example of how heteronormativity functions. Hey, its also used as a closeting technique. So it’s problematic in a whole load of ways, that I won’t go in to here but take a look at this to start if you’re interested.

So, I’ve started noticing a shift towards mentions of queerbaiting in various places over the last week or so w/rt Harry’s recent comments. Because his comments haven’t been followed up with a confirmation or denial (no doubt his publicist has been asked to comment, but nothing has been said anyway) and they are, for all intents and purposes, ambiguous to a lot of people outside of fandom, it isn’t really any surprise. It’s also quite a hot topic in the media right now, what with Nick Jonas and Supernatural as just two examples that come to mind. There’s loads more, and its a topic floating around in certain places such as fandom spaces all the time tbh, but it’s starting to slip into the public discourse surrounding Harry now and it got me wondering and now I can’t help but think about the implications. Not necessarily in terms of future coming out plans but in terms of who is doing the supposed queerbaiting and how this fits in with other things being talked about here: contracts, seeding, rebranding etc. In the places I’ve seen it implied, or mentioned, it’s positioned as something Harry is doing and I don’t agree. If it is a thing here, it is not Harry, it’s the higher ups, but, it potentially serves both.

This is long so:

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