July 23rd marks a very important date for One Direction fans globally, the 10th Anniversary of the band’s formation.
To celebrate this date, alongside the fan frenzy, there will be a brand new 1D anniversary website, a 10 year celebration video especially made for their fans, and interactive playlists and activations across digital platforms.
A special ’10 Years of One Direction’ website will launch on 23rd July, that will be an immersive and exciting interactive fan experience. The site will take the form of a timeline charting the history of the group, from the first audition right up to the start of their hiatus. It will host an archive of music videos, artwork, TV performances, behind-the-scenes and rarely-seen content, all in one place.
Fans will also be able to generate their own shareable ‘mixtape’ playlist on the site, which will be personalised according to how they’ve interacted with the site’s content and the eras they’ve spent the most time exploring. It will also allow fans to connect to Spotify or Apple Music, with the mixtape playlists being saved to their respective accounts.
A brand new anniversary celebration video for YouTube will also be released on 23rd July. The video will document highlights of the band’s career, from forming on The X Factor to releasing their single ‘History’, including clips from music videos, performances and candid behind the scenes video content. And of course the special relationship they have with their fans.
Reformatted EPs will be released across streaming platforms, featuring b-sides and rare songs, remixes, live recordings and acoustic versions of tracks grouped into one place for fans to rediscover.
There will also be exciting activations across Spotify, Apple Music, YouTube and other platforms, including creating and updating One Direction playlists, whilst Amazon’s Alexa will be singing Happy Birthday to the band.
One Direction are a global phenomenon, having sold over 200 million records worldwide, with over 21 billion streams across all streaming platforms. In 2019 alone, the band generated over 3.6 billion streams across all platforms. Their YouTube channel has over 31m subscribers and over 10 billion views, and the combined reach of the bands official social pages is still 85.9 million (Facebook – 38m, Twitter – 30.3m and Instagram – 17.6m).
The band have won nearly 200 awards including 7 BRIT Awards, 4 MTV Music Awards, 6 Billboard Music Awards, 7 American Music Awards and 28 Kids Choice Awards. After the release of their album FOUR, One Direction became the first band in US Billboard 200 history to have their first four albums debut at No.1. In the UK 1D have had 4 No.1 albums and 4 No.1 singles, with every album they released being certified UK Platinum (Up All Night 3x UK Platinum, Take Me Home 3x UK Platinum, Midnight Memories 3x UK Platinum, FOUR 2x UK Platinum, Made In The AM UK Platinum).