One Direction’s sophmore album titled Take Me Home

Besides the talent, branding is arguably one of the MOST important aspects of a pop star’s career these days. Take One Direction for example, the first UK boy band to debut at No.1 on the Bilboard Charts.

Aside from their talents which are singing, the boys also have taken part in direct marketing by interacting with their fans on Twitter in order to get them to buy their album. As seen here, one of the members, Zayn Malik, retweets a fan in order to get her to buy their album. This type of marketing is a great asset to artists. It’s free, easy and widely accessible, so why not take advantage of it!

One Direction has been so successful with gaining fans that they are actually opening a holiday pop-up store in New York, as written about on brandchannel’s blog. This is a HUGE deal for the band and for the rest of the music industry. This shows that they have enough of a following in order to open a store solely selling the band’s merchandise and are confident in it being profitable. This store is also opened only during the Christmastime, so they are taking full opportunity of the gift giving season. The store also uses sales promotions as an incentive for people to shop there. Customers have the chance to win special contests and promotions only available exclusively to those who have purchased in-store items.

Now, do I think that the band is exploiting their fame? Heck no! These boys have worked hard to establish their careers as well as their brands, and should take this opportunity be a part of as many ventures as possible. As they always say, fame doesn’t last forever.

Image source:

http://www.themagazine.ca/cms/wp-content/uploads/2012/08/2555519-one-direction-take-me-home-617-409.jpeg