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Anonymous whispered: They're not going to alienate their young and surprisingly loyal female fans just to gain a few fickle boy fans, no way. I have worked in PR as well and do not foresee this hAppening. Possibly they could try to focus more on narry in general but not just Niall. Niall may be a face outside of fandom but ppl aren't going to let go of Harry like that anyway, he's too charismatic.


I’m not saying they’re going to drive Harry into complete obscurity. All I’m saying is that, right now, it looks like they’re going to be pushing Niall to the front of the band. If you’ve worked in publicity, I’m surprised that you can’t see the press trends that have been happening over the last few months regarding Niall. I for one am a bit embarrassed that I didn’t see it sooner, because it’s really that obvious. Niall’s had more publicised outings in the past two months than he’s had in the last year. NASA, the Azoff event he went to with Selena Gomez, his London birthday party, several high profile golfing days. Meanwhile, Harry has all but disappeared from The Sun’s headlines since February.

And it’s not going to alienate current fans for them to push Niall to the front. Most of the ones who like Harry best are probably still going to like Harry best, regardless of who’s pushed as the frontman. It didn’t alienate Niall girls when Harry was the frontman. Why should it alienate Harry girls if Niall takes that role?

And it’s interesting that you use the word “fickle” to describe male fans, because that’s the exact reason they need to do this. Teenage girls are NOTORIOUSLY fickle consumers. How many tumblr accounts or Twitter accounts that were previously dedicated to One Direction have switched to being 5sos accounts? How many young girls have lost interest over the last year or so? I’ve gotten and read so many anons that have told me that it’s no longer considered “cool” to like One Direction amongst their peers, girls aged over 15 or 16. If One Direction doesn’t do this, doesn’t make a huge push to gain newer, older fans, they’re going to be on their way out by next Christmas. No question.

They’ve apparently accepted it. They seem to know that’s the case. As lapelosa pointed out, they realised this nearly two years ago. Instead of just rolling over and saying “Oh well, guess our time is running out,” they set up shares in 5sos and have spent the last two years actively encouraging their young fans to convert to being 5sos fans. It’s going to happen one way or another. They’ll either become fans of The Vamps or 5sos or someone else entirely, but they’re not going to stay One Direction fans forever, that’s for damn sure. 5sos can bang on about how they’re “not the next 1D” all they want, but at the end of the day, One Direction still owns them. Not in a metaphorical “we’re better than you” sort of way, but they literally financially and legally own 5sos. 

And while One Direction continues to suck money from the teen demographic via their ownership of 5sos, they have freedom to move into the adult market without worrying about possible lost revenue. Sure, they’ll probably carry over with a decent number of their teen fans, but don’t think for a second that they’ve gotten complacent. They’re much better businessmen than that.

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Reading fanfiction is the worst because you start out with “I’ll just read this cute one shot” then suddenly it’s four am and you have 12 tabs open and you’re crying again because THEY DESERVE TO BE HAPPY WHY CANT THEY JUST BE HAPPY

(via hamaruka)

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For a second I forgot how to say canals and I panicked

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