There’s only One Direction and that’s towards obscurity

This column was originally published in the Central Western Daily on Tuesday 1st May 2012.

Am I the only one who doesn’t have a clue about One Direction? It seems that they simply appeared from nowhere. For about a week they dominated the media, including high brow broadsheet newspapers and every breakfast TV show on the air.

As a good columnist, I’ve done my research. One Direction is the latest boyband from somewhere overseas and every member is named Liam (pronounced “Lame”). They are also definitive proof that human cloning is underway.

I’ve had a listen to their debut album and as far as pop songs go, it’s completely inoffensive. The tunes are well written and catchy enough, although that’s more of a credit to the songwriters and auto-tune than the performers. The voices are nothing special but they blend together nicely.

The album cover and title puzzle me though. The picture on the sleeve shows the Liams all fresh faced and smiling, but the name of the record is Up All Night. I wish I looked like them when I’ve been up all night. I think a more appropriate album title for the cover art would be It’s Almost Recess.

On a recent trip to Sydney, I was shocked to come across the One Direction Official Merchandise Store in Pitt Street. Teenage girls were lining out the door to purchase t-shirts, shopping bags and badges adorned with the mugs of the Liams. You could even buy the complete doll set of the group for $200. I’m sure the store is a nice little earner for someone, probably One Direction’s manager. As far as I’m concerned, it would have been much more efficient to simply erect a big sign in front of the shop saying, “Attention teenyboppers, please drop your parents’ hard earned cash here.”

Apparently tickets for One Direction’s upcoming Australian arena tour have been selling like there’s no tomorrow. Most of the concerts are sold out and tickets have been appearing on ebay with huge mark-ups. If you are lucky enough to have acquired tickets, my advice is to sell, sell, sell. You see, the concert tour is scheduled for September 2013. That’s right, sixteen months from now.

Having survived the musical fads that were New Kids on the Block, Hanson, Backstreet Boys, Girlfriend, Bros, Milli Vanilli, Spice Girls, B*Witched and Daryl Somers, I’m pretty sure that the average peak popularity of these groups is less than a year. I did manage to avoid Bieber fever because I got vaccinated.

Whoever is pulling the strings on One Direction’s marketing is a genius. Make a fortune selling tickets now for concerts so far ahead in the future that it’s most likely that fans would have moved on to the next big thing by then. Trust me girls, list your precious tickets on ebay now because you’ll probably be giving them away next year. Use your profits to buy shares in a boyband marketing company.

It won’t be so bad for the Liams when One Direction inevitably fade into obscurity. They’ll still be young enough to go back and finish school. Primary school, that is.

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