Analysis of One Direction's website

One Direction are a debut artist formed in 2010 and were signed by 'Psycho Records'. I have studied there debut website and discovered that it acts a central hub for their own marketing campaign. The type of marketing campaign they use is called 360 degree marketing as the artist is promoted through many different areas such as interactivity and purchasing opportunities and with the website at the centre of this campaign.



Interactivity

As the website opens there is there is the opportunity to simply click play and watch the debut music video in full screen. Also, on every page, including this opening page, the audience can comment about stories, events, pictures and any compinent of the website through Facebook and Twitter.  Where there is the icon for each social network you can see the number of 'likes' (Facebook) and 'tweets' (Twitter) which let's the viewer know how popular each post is in the eyes of the fanbase.

 Having the audience first see the YouTube clip allows them to make comments, share the video with friends and subscribe to the YouTube channel and then to the website. To further get the audiences involvement with 1D there is a news feed on the homepage about upcoming events such as concerts and just generally where the band goes.

For the record label, the website provides many sources of revenue because on every page there is a link to buy the debut album and its very easy to navigate to the 1D store to purchase merchandise surrounding the band.

On the page before the main site there are clear dates for downloads and store release and there are download links for iTunes, Amazon and HMV.com.

There's an option on the site to change the currency (GBP, USD, EUR & JPY) showing the global attraction to One Direction as a brand as well as an artist.