One of the biggest stories in the second half of 2015 has surrounded the future of one of the most popular bands in the world, One Direction. Rumors have swirled that the band’s upcoming March 2016 hiatus is a permanent one which has not only caused widespread anxiety with the band’s worldwide following but it has also caused many to question whether 1D Nation–a very well oiled musical and marketing machine–could really be done.
Earlier today the band released a new track entitled History which, in the most subliminal sense, strongly suggests that the upcoming vacation is not a permanent one and that the show will indeed go on. The move is interesting because the song not only quells fans’ concerns but it also doesn’t lock the band down into any concrete plan thus alleviating pressure and stress for the “Glorious 4” which is probably what necessitated the need for the break in the first place. Whether done by accident or design it’s a great–no wait, brilliant–P.R. move.
As to History (the new track) Liam Payne had this to say:
“More than anything, the song is about the way the fans and everyone have created this massive thing — One Direction — over the past five years. Out of History comes a little bit of closure for this chapter of One Direction.”
Indeed, the lyrics to History really drive this point home and in part they are:.
“You and me, we got a whole lot of history / We could be the greatest thing the world has ever seen”, and, “This is not the end / We can make it, you know it, you know.”
Another unique element of the song is the fact that real-life fans participated on the track. As a tribute to 1D Nation Niall Horan explained the move in this Tweet earlier today:
Actually @julianbulian and I brought some fans to the studio to record the chorus as like a crowd vocal.. So this song is really YOURS
— Niall Horan (@NiallOfficial) November 6, 2015
The band then Tweeted the following message in a further effort to bring artist and fan together which for 1D and their Directioners, is a sure-fire fix for breakup anxiety. The fan/band bond, which is nothing short of remarkable, will now undoubtedly surge to new heights. The band Tweeted this:
So, with an impending release of the band’s 5th album on November 13–just one week from today–the fever pitch for 1D fans is at an all time high and thus the stage is set for probably another sales record for the new album (Made In The A.M.). But more compelling is this. There is no doubt that every decision surrounding this band has been the right one whether it has been the composition and choice of new material, the handling of damage control over a departing member, or, dispelling rumors and public controversy over a potential breakup. The branding, marketing, and public relations handling of this group has been masterful and nothing short of astounding and today was another example of that.
In the end, it appears that 1D can basically go in any direction they want to and still end up just right.