The image of the artist - One Direction v Take That



One Direction

Take That (modern)


 

Two boy bands, two different images. One Direction are happy-go-lucky boys next door, while Take That make music that both children and grandparents can enjoy.

Take That have not always had the mature image they adopt now. Back in the first half of the 1990's, they were the pioneers of British boy band, although they penned their own material, unlike most. The songs themselves had arguably more creative merit as they had deeper lyrics than most similar bands. Their breakup in 1996 left many fans heartbroken, but they did get their fair share of boy bands to fill the void in the interlude before Take That's revival in 2005. These include 5ive, McFly, Busted and Blue, among many others.

Take That (classic)

As time went on, boy bands had to change their image to stay unique in a flooded market. One Direction are a prime example. Instead of aiming for the 15-24 kind of age group like Take That, they aim primarily at the 8-16 age group, mainly girls. This benefits the band as younger audiences are more likely to become megafans and buy lots of merchandise as they are more succeptable to marketing and are naturally more loyal.

If something can be 1D branded, it probably already has been

How does this relate to sexuality? Take That of the 90's and One Direction shared similar demographics, but as time moves on, so do the band. The teenage girls that loved Take That in 1994 have matured along with the band, and so neither can relate in the same way as they used to. Take That's record label knew their prime audience is original fans of theirs over young people nowadays, so their image changed accordingly. Out with the goofy, scruffy hairstyles and dress sense, and in with sensible, smart replacements. Their sound changed to, moving from pop to ballads, more fitting for an older audience.


One Direction are boyfriends, whereas Take That are husbands. The members of One Direction were chosen partly for their voice and partly for their ability to sell. Their fans have little grasp on sex, and so they are marketed as attractive rather than sexy. A part of this is making the band look perpetually well groomed and happy, and as a result, One Direction appear more feminine than modern Take That. While not straight up gay like Bowie, they still toy with their fans to give them something to speculate about. Take That are not trying to sell merchandise as their fans are less willing to fill their houses with tat.

One Direction, living the dreams of teenage girls worldwide