“Whenever they were on tour, there were new things to talk about every day, so that encouraged fans to spend a lot of time on Twitter engaging with other fan accounts,” she says. Astrid’s own follower count is still over 160,000, most of it cultivated during the years in which One Direction were active. “It made their growing audience feel like they really knew the boys.” But while those clips soon petered off as the group grew bigger, enrapturing a teen and adult audience across the country (by the live final, over 17.2 million people were watching The X Factor that year), fan communities were growing on social networks like Twitter instead. “The comments were a place for people to share their thoughts,” says Amy Astrid, an online content creator and long-time One Direction fan. The sign of an OG Directioner can be marked by the moment they started exercising their fandom the long-term ones who watched their digital presence grow were there from the 2010 “Video Diary” days, in which the group would upload weekly insights to their life from The X Factor house on YouTube. The advent of YouTube a few years earlier had not only birthed stars whose voices were seldom heard beyond their bedroom, it gave pre-existing ones – One Direction included – a more transparent connection to their fans online. Fan clubs, once the product of torn-out subscription pages from teen magazines, naturally moved with them, too.
At the beginning of the 2010s, as CD singles made way for more easily accessible streaming services, the music industry took what would become its most significant turn towards a digital future. One Direction had a recruitment and promotional technique that no boyband before had ever utilised properly: the internet.
#One direction 1 video diary series
By the time they disbanded in 2016, the most successful pop act to come out of Simon Cowell’s long-running series had sold in excess of 11 million records worldwide. Somehow, One Direction only finished third – but as an army of online fans assembled and grew around them, the boyband became the first of their kind to have their enormous legacy documented in real time.
They were chosen for their singing ability, sure, but just as important were their bankable good looks and cheeky sensibilities. Whereas the camera often zooms in and out on the 'present day' band, often either side of the black and white clips, I think this is symbolic of perspective and the zooming in/out is the director changing out perspective on the band - hence why it comes before and after.Ten years ago today, five teenage lads – Liam Payne, Louis Tomlinson, Zayn Malik, Niall Horan and Harry Styles – were thrown together in the audition stages of The X Factor. On the majority of the shots of 'the past,' the camera stays pretty still as if it is just an observation - somebody looking in on/at One Direction and their career.
#One direction 1 video diary code
The second technical code that is a use of Binary Oppositions is the use of the camera. Because of the dullness of the black and white filter, when the shot moves back to the boys singing to us, it feels almost more fresh, the colour seems brighter and it just generally feels more in the moment and more pleasant. A mixed bag of emotions and, regardless of how they feel about it, knowing that everything is going to be different now One Direction is finished. In colour theory, black is evil and white is good, the use of the filter could be a message of the mixed emotions about One direction and it being over. The music video uses black and white to show to make the old clips stand out more and really bring home that change between then and now. The first of which being the use of colour, or therefore lack of. Either way, the use of black and white makes the rational "Directioner" emotional.īinary Oppositions are used in this music video through the technical codes. I say unspecified because some viewers will find the "throwback" shots happy and a celebration of their 5 years together and others will find them sad and a sign these times weren't the happy times they seemed to be. The use of black and white is an intentional move from the directors in order to, not only differentiate between the past and present but also to, provoke an unspecified emotion in the audience. Between Niall's vocal and shot dominance takeover, there is more clips of the boys in Black and White.
For fans that have followed them from the beginning, just these few seconds of shots will have given them an extreme feeling of nostalgia - setting the tone for the rest of the video. The rest of the first 17 seconds flip between a modern day (at the time) Harry singing into the camera and the series of events that followed it, them finding out they have been put together and their first hug as a band. The opening shot, a black and white clip of the original 5 members stranding on the X Factor stage waiting to find out whether or not they're about to become a band.
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