One Direction making music history!

The power of the internet has really been proven in the case of One Direction.

Reading in the Media Guardian today I came across the story of how One Direction have made transatlantic pop history with their US No.1 album. They are the first act to top the American chart with their debut album.

Now, topping the chart in America is incredible and a highly sought after spot in any instance but to be able to say you got there with your very first album is another thing altogether! Although One Direction don't exactly cater to my personal taste in music, I am amazed by their whirlwind career. Who knew that this collection of boys thrown together by the X Factor would turn out to be a winning combination!

Personally, from a media and PR perspective, this story is so interesting as it highlights how, when used effectively, the internet can be an incredible tool of promotion. As you may remember, I am currently working on a campaign for artist Bella Diem and one of our core objectives is to utilise the internet and the online fan-base in creating a focal point for the band but also to create a community through the fans and to get them involved. When talking about music promotion on the internet, the issue of over-saturation often crops up. When every man (and woman!) and his dog can use social networking site as a form of promotion, this tool is hardly 'groundbreaking' any more. However, One Direction have proved that the internet still has a firm place in promotion and when used effectively it can have great outcomes. As Irish member, Niall Horan, pointed out

"[Social media] is the main thing that we're about."

"If you ask our fans where they found out about us it's always Twitter, YouTube, Tumblr, Facebook: it's the most powerful thing we have."

This is a promising revival of the power of internet promotion.