The success of One Direction
The success of One Direction is a testament to how, in this digital age, UK record labels have become experts in building fan bases around the world and have embraced social media and placed it at the centre of marketing campaigns to ensure global success. Fifty five 'Go1Den Tickets' promising a 'once in a lifetime experience', were released globally. Each was won in a completely different creative way. The band joined the dots with its constant presence via Facebook, Twitter and the official 1D site, where fans could find the Bring Me to 1D which enabled fans to follow the process of the band as they traveled around the world. Millions of fans took part and tens of millions engaged on a long term basis. One Direction's site achieved its biggest ever volume of users. Their Facebook likes and Twitter follower doubled and in the first week of release, their album Take Me Home, went straight to number 1 in 32 of the 40 participating countries, marking a new name for British music all over the world. Genevieve Ampaduh, Head of Digital Marketing at Sony Music, who masterminded One Direction's social media campaign says: "Social media has changed the face of music marketing forever. The ability for artists to reach out to their potential fans in every corner of the globe in real time is incredibly powerful and cannot be replicated by traditional media. Early advocates of an artist have become an extensions of the labels marketing teams and play an invaluable role in breaking artists in their local countries. Empowering super-fans should be a staple of any music marketer's strategy, as should entertaining fans. Why shouldn't a marketing campaign be exciting, memorable and fun? It should be. And if it is then fans will stay with you for the journey ahead"
The success of One Direction is a testament to how, in this digital age, UK record labels have become experts in building fan bases around the world and have embraced social media and placed it at the centre of marketing campaigns to ensure global success. Fifty five 'Go1Den Tickets' promising a 'once in a lifetime experience', were released globally. Each was won in a completely different creative way. The band joined the dots with its constant presence via Facebook, Twitter and the official 1D site, where fans could find the Bring Me to 1D which enabled fans to follow the process of the band as they traveled around the world. Millions of fans took part and tens of millions engaged on a long term basis. One Direction's site achieved its biggest ever volume of users. Their Facebook likes and Twitter follower doubled and in the first week of release, their album Take Me Home, went straight to number 1 in 32 of the 40 participating countries, marking a new name for British music all over the world. Genevieve Ampaduh, Head of Digital Marketing at Sony Music, who masterminded One Direction's social media campaign says: "Social media has changed the face of music marketing forever. The ability for artists to reach out to their potential fans in every corner of the globe in real time is incredibly powerful and cannot be replicated by traditional media. Early advocates of an artist have become an extensions of the labels marketing teams and play an invaluable role in breaking artists in their local countries. Empowering super-fans should be a staple of any music marketer's strategy, as should entertaining fans. Why shouldn't a marketing campaign be exciting, memorable and fun? It should be. And if it is then fans will stay with you for the journey ahead"
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