NZ Herald
  • Home
  • Latest news
  • Herald NOW
  • Video
  • New Zealand
  • Sport
  • World
  • Business
  • Entertainment
  • Podcasts
  • Quizzes
  • Opinion
  • Lifestyle
  • Travel
  • Viva
  • Weather

Subscriptions

  • Herald Premium
  • Viva Premium
  • The Listener
  • BusinessDesk

Sections

  • Latest news
  • New Zealand
    • All New Zealand
    • Crime
    • Politics
    • Education
    • Open Justice
    • Scam Update
  • Herald NOW
  • On The Up
  • World
    • All World
    • Australia
    • Asia
    • UK
    • United States
    • Middle East
    • Europe
    • Pacific
  • Business
    • All Business
    • MarketsSharesCurrencyCommoditiesStock TakesCrypto
    • Markets with Madison
    • Media Insider
    • Business analysis
    • Personal financeKiwiSaverInterest ratesTaxInvestment
    • EconomyInflationGDPOfficial cash rateEmployment
    • Small business
    • Business reportsMood of the BoardroomProject AucklandSustainable business and financeCapital markets reportAgribusiness reportInfrastructure reportDynamic business
    • Deloitte Top 200 Awards
    • CompaniesAged CareAgribusinessAirlinesBanking and financeConstructionEnergyFreight and logisticsHealthcareManufacturingMedia and MarketingRetailTelecommunicationsTourism
  • Opinion
    • All Opinion
    • Analysis
    • Editorials
    • Business analysis
    • Premium opinion
    • Letters to the editor
  • Politics
  • Sport
    • All Sport
    • OlympicsParalympics
    • RugbySuper RugbyNPCAll BlacksBlack FernsRugby sevensSchool rugby
    • CricketBlack CapsWhite Ferns
    • Racing
    • NetballSilver Ferns
    • LeagueWarriorsNRL
    • FootballWellington PhoenixAuckland FCAll WhitesFootball FernsEnglish Premier League
    • GolfNZ Open
    • MotorsportFormula 1
    • Boxing
    • UFC
    • BasketballNBABreakersTall BlacksTall Ferns
    • Tennis
    • Cycling
    • Athletics
    • SailingAmerica's CupSailGP
    • Rowing
  • Lifestyle
    • All Lifestyle
    • Viva - Food, fashion & beauty
    • Society Insider
    • Royals
    • Sex & relationships
    • Food & drinkRecipesRecipe collectionsRestaurant reviewsRestaurant bookings
    • Health & wellbeing
    • Fashion & beauty
    • Pets & animals
    • The Selection - Shop the trendsShop fashionShop beautyShop entertainmentShop giftsShop home & living
    • Milford's Investing Place
  • Entertainment
    • All Entertainment
    • TV
    • MoviesMovie reviews
    • MusicMusic reviews
    • BooksBook reviews
    • Culture
    • ReviewsBook reviewsMovie reviewsMusic reviewsRestaurant reviews
  • Travel
    • All Travel
    • News
    • New ZealandNorthlandAucklandWellingtonCanterburyOtago / QueenstownNelson-TasmanBest NZ beaches
    • International travelAustraliaPacific IslandsEuropeUKUSAAfricaAsia
    • Rail holidays
    • Cruise holidays
    • Ski holidays
    • Luxury travel
    • Adventure travel
  • Kāhu Māori news
  • Environment
    • All Environment
    • Our Green Future
  • Talanoa Pacific news
  • Property
    • All Property
    • Property Insider
    • Interest rates tracker
    • Residential property listings
    • Commercial property listings
  • Health
  • Technology
    • All Technology
    • AI
    • Social media
  • Rural
    • All Rural
    • Dairy farming
    • Sheep & beef farming
    • Horticulture
    • Animal health
    • Rural business
    • Rural life
    • Rural technology
    • Opinion
    • Audio & podcasts
  • Weather forecasts
    • All Weather forecasts
    • Kaitaia
    • Whangārei
    • Dargaville
    • Auckland
    • Thames
    • Tauranga
    • Hamilton
    • Whakatāne
    • Rotorua
    • Tokoroa
    • Te Kuiti
    • Taumaranui
    • Taupō
    • Gisborne
    • New Plymouth
    • Napier
    • Hastings
    • Dannevirke
    • Whanganui
    • Palmerston North
    • Levin
    • Paraparaumu
    • Masterton
    • Wellington
    • Motueka
    • Nelson
    • Blenheim
    • Westport
    • Reefton
    • Kaikōura
    • Greymouth
    • Hokitika
    • Christchurch
    • Ashburton
    • Timaru
    • Wānaka
    • Oamaru
    • Queenstown
    • Dunedin
    • Gore
    • Invercargill
  • Meet the journalists
  • Promotions & competitions
  • OneRoof property listings
  • Driven car news

Puzzles & Quizzes

  • Puzzles
    • All Puzzles
    • Sudoku
    • Code Cracker
    • Crosswords
    • Cryptic crossword
    • Wordsearch
  • Quizzes
    • All Quizzes
    • Morning quiz
    • Afternoon quiz
    • Sports quiz

Regions

  • Northland
    • All Northland
    • Far North
    • Kaitaia
    • Kerikeri
    • Kaikohe
    • Bay of Islands
    • Whangarei
    • Dargaville
    • Kaipara
    • Mangawhai
  • Auckland
  • Waikato
    • All Waikato
    • Hamilton
    • Coromandel & Hauraki
    • Matamata & Piako
    • Cambridge
    • Te Awamutu
    • Tokoroa & South Waikato
    • Taupō & Tūrangi
  • Bay of Plenty
    • All Bay of Plenty
    • Katikati
    • Tauranga
    • Mount Maunganui
    • Pāpāmoa
    • Te Puke
    • Whakatāne
  • Rotorua
  • Hawke's Bay
    • All Hawke's Bay
    • Napier
    • Hastings
    • Havelock North
    • Central Hawke's Bay
    • Wairoa
  • Taranaki
    • All Taranaki
    • Stratford
    • New Plymouth
    • Hāwera
  • Manawatū - Whanganui
    • All Manawatū - Whanganui
    • Whanganui
    • Palmerston North
    • Manawatū
    • Tararua
    • Horowhenua
  • Wellington
    • All Wellington
    • Kapiti
    • Wairarapa
    • Upper Hutt
    • Lower Hutt
  • Nelson & Tasman
    • All Nelson & Tasman
    • Motueka
    • Nelson
    • Tasman
  • Marlborough
  • West Coast
  • Canterbury
    • All Canterbury
    • Kaikōura
    • Christchurch
    • Ashburton
    • Timaru
  • Otago
    • All Otago
    • Oamaru
    • Dunedin
    • Balclutha
    • Alexandra
    • Queenstown
    • Wanaka
  • Southland
    • All Southland
    • Invercargill
    • Gore
    • Stewart Island
  • Gisborne

Media

  • Video
    • All Video
    • NZ news video
    • Herald NOW
    • Business news video
    • Politics news video
    • Sport video
    • World news video
    • Lifestyle video
    • Entertainment video
    • Travel video
    • Markets with Madison
    • Kea Kids news
  • Podcasts
    • All Podcasts
    • The Front Page
    • On the Tiles
    • Ask me Anything
    • The Little Things
  • Cartoons
  • Photo galleries
  • Today's Paper - E-editions
  • Photo sales
  • Classifieds

NZME Network

  • Advertise with NZME
  • OneRoof
  • Driven Car Guide
  • BusinessDesk
  • Newstalk ZB
  • Sunlive
  • ZM
  • The Hits
  • Coast
  • Radio Hauraki
  • The Alternative Commentary Collective
  • Gold
  • Flava
  • iHeart Radio
  • Hokonui
  • Radio Wanaka
  • iHeartCountry New Zealand
  • Restaurant Hub
  • NZME Events

SubscribeSign In
Advertisement
Advertise with NZME.
Home / Entertainment

Are the screams fading for One Direction?

Independent
18 Nov, 2014 02:00 AM4 mins to read

Subscribe to listen

Access to Herald Premium articles require a Premium subscription. Subscribe now to listen.
Already a subscriber?  Sign in here

Listening to articles is free for open-access content—explore other articles or learn more about text-to-speech.
‌
Save

    Share this article

One Direction members Harry Styles, Louis Tomlinson, Liam Payne, Zayn Malik and Niall Horan. Photo / AP

One Direction members Harry Styles, Louis Tomlinson, Liam Payne, Zayn Malik and Niall Horan. Photo / AP

Anything Taylor Swift and do, can One Direction do better? The boyband phenomenon will attempt to beat the US singer's opening week sales of 1.2m with their fourth album, released on Monday.

But the screams are beginning to fade for the quintet, who have seen merchandise and sponsorship spin-offs increasingly replace music as the core of their multimillion-pound business.

Since being bolted together on the 2010 series of X Factor by Simon Cowell, Louis Tomlinson, 23, Niall Horan, 21, Zayn Malik, 21, Harry Styles, 20, and Liam Payne, 21, have raked in an estimated £77.5m (NZ$153.13m) from a series of strategic partnerships, sell-out tours, concert films and even music sales.

Their contract with Syco, Cowell's record label, would typically see the band deliver six studio albums and a greatest hits collection before enjoying the freedom to renegotiate a new deal on their own terms or pursue solo careers.

Their new release, Four, includes an Ed Sheeran-penned track, a touch of Mumford-style folk and even echoes of classic FM rock bands like Journey, in a bid to assist their transition to "manband" status. The members share song-writing credits with a team of hit creators but lyrically, the clean-cut pop stars are stuck in anodyne teen love-song mode, since they cannot yet afford to neglect their fanbase.

Advertisement
Advertise with NZME.
Advertisement
Advertise with NZME.

Whilst those fans generated £185m (NZ$365.54m) in box office revenue for One Direction's 2014 Where We Are tour, paying 99p for a single in a world of free YouTube video clips is now another matter.

Steal My Girl, the lead single off Four, only reached number three in the UK singles chart, and stalled at 13 in the US Billboard Hot 100.

Tracks from Four have already leaked online and, unlike Swift, the band have not sought to use their muscle to remove the album from streaming services like Spotify, which could reduce its opening week full-price sales.

Advertisement
Advertise with NZME.

Each of their tours is followed by an instant live concert film - the 2014 Where We Are offering took $15m on its sole day as a cinema release before heading for the Christmas DVD bins.

With another world tour lined up for 2015, which takes the band to territories including the Philippines and UAE, the aim is to maximise revenues for One Direction before the band members break out of their teen idol straightjacket.

The strains are already showing. Liam Payne apologised for a video in which Louis and Zayn appeared to be smoking weed, a behavioural lapse which could threaten sponsorship deals with Nabisco and Pepsico.

Harry Styles, with his increasingly "bohemian" image, is expected to become the "break-out" member and enjoy a Robbie Williams-style solo career.

Discover more

Entertainment

One Direction Britain's richest young stars

22 Oct 04:00 AM
Entertainment

Danny Devito not a fan of 1D

03 Nov 02:00 AM
Entertainment

Styles: Gender not 'important'

05 Nov 08:15 PM
Entertainment

Stars reprise Band Aid for Ebola battle

16 Nov 04:00 PM

Mark Borkowski, a public relations expert, believes One Direction still have a profitable future. He said: "People don't comprehend how huge they are globally; they've broken South America. It's about the band staying together. The potential for brand synergies are immense. Coke and Pepsi have some major plays in 2015 integrating creative digital ideas bringing fans with artists together. It's all about engagement marketing."

Their physical sales might start to decline but Borkowski said: "It's about YouTube and digital impact for One Direction. There's still great potential for them to make money as a band and then as solo artists."

Rather than conduct a media blitz, One Direction will restrict their UK promotional campaign to high-profile television appearances on The X Factor, Children In Need, the Royal Variety Performance and next month's inaugural BBC Music Awards.

After recording vocals for Bob Geldof's Band Aid 30 ebola single, the band will jet off to the US to shore up their support in a vital market where they became the first UK group ever to debut at number one in the Billboard charts with their 2011 album Up All Night. They will perform at the American Music Awards next weekend and are producing their own Christmas special which will air on NBC.

Yet One Direction haven't narrowed their global ambitions. Louis Tomlinson said he wants the album to hit number one in every country that has heard of the group. "In reality, the most important thing is that the fans like it and that potentially we pull in some new listeners," he said. "But yes, we are competitive and yes, we want number one."

- Independent

Advertisement
Advertise with NZME.
Save

    Share this article

Latest from Entertainment

Entertainment

Star’s final posts to daughter before death

05 Jul 06:46 AM
Entertainment

'Absolutely insane': Lorde's new album hits number 1 on both sides of globe

05 Jul 06:12 AM
Premium
Entertainment

Marlee Matlin on Hollywood, healing and stories still untold

05 Jul 06:00 AM

Sponsored: Get your kids involved in your reno

sponsored
Advertisement
Advertise with NZME.

Latest from Entertainment

Star’s final posts to daughter before death

Star’s final posts to daughter before death

05 Jul 06:46 AM

His daughter Madison, 25, shared a close bond with the Australian actor on Instagram.

'Absolutely insane': Lorde's new album hits number 1 on both sides of globe

'Absolutely insane': Lorde's new album hits number 1 on both sides of globe

05 Jul 06:12 AM
Premium
Marlee Matlin on Hollywood, healing and stories still untold

Marlee Matlin on Hollywood, healing and stories still untold

05 Jul 06:00 AM
Cause of death revealed as Julian McMahon, 56, dies after private battle

Cause of death revealed as Julian McMahon, 56, dies after private battle

05 Jul 04:42 AM
Sponsored: Why heat pumps make winter cheaper
sponsored

Sponsored: Why heat pumps make winter cheaper

NZ Herald
  • About NZ Herald
  • Meet the journalists
  • Newsletters
  • Classifieds
  • Help & support
  • Contact us
  • House rules
  • Privacy Policy
  • Terms of use
  • Competition terms & conditions
  • Our use of AI
Subscriber Services
  • NZ Herald e-editions
  • Daily puzzles & quizzes
  • Manage your digital subscription
  • Manage your print subscription
  • Subscribe to the NZ Herald newspaper
  • Subscribe to Herald Premium
  • Gift a subscription
  • Subscriber FAQs
  • Subscription terms & conditions
  • Promotions and subscriber benefits
NZME Network
  • The New Zealand Herald
  • The Northland Age
  • The Northern Advocate
  • Waikato Herald
  • Bay of Plenty Times
  • Rotorua Daily Post
  • Hawke's Bay Today
  • Whanganui Chronicle
  • Viva
  • NZ Listener
  • Newstalk ZB
  • BusinessDesk
  • OneRoof
  • Driven Car Guide
  • iHeart Radio
  • Restaurant Hub
NZME
  • About NZME
  • NZME careers
  • Advertise with NZME
  • Digital self-service advertising
  • Book your classified ad
  • Photo sales
  • NZME Events
  • © Copyright 2025 NZME Publishing Limited
TOP
search by queryly Advanced Search