#tracking down all the easter eggs is sm fun

[randalgraves]

because i haven't seen anyone post them yet- dominique, joseph, lynette, wallace's friends and lisa in the last ep of spto :')

[jlf23tumble]

Agree so much with your post about the teams and fan engagement ! And love the way you articulated all of that. Although now I definitely am interested in knowing what your notes about the specificity of each team/artist cause I feel like they'd be fascinating to read. Hope you'll post them some day, and thank you for sharing your thoughts with us ! 😊

Awwww, that’s very kind! It’s definitely head canon city, I litcherally have ZERO clue what goes on behind the scenes (and I can’t stress this enough, none of us do), so this’ll look hilariously dated when we find out that blah woof was true all along, lmao (me @ myself, thinking of some random Grimshaw interviews from last fall, oh, bless). Let’s dig in!!

For those of you who just stumbled upon this post, it’s related to the one I made last night about how I think the management teams of all these men (mid-20s means = you’re a man, not a boy) are not, in fact, sabotaging them. They negotiate a lot of tricky interconnected arrangements that none of us are privy, to, plus they’re at least trying to achieve the goals their clients are going for. And they’re doing it—the trick is these goals are highly individual and not 100% sensical (at least given our own view from the afternoon, Arctic Monkeys ref, holllllllah!!!).

In addition, these goals constantly shift, as does the music industry itself—I drive my own self loony when I lurk on blogs that are seemingly broadcasting from 2012, confused by why xx’s team is so “terrible” because they aren’t throwing good money after bad to get on a radio playlist, or why they haven’t announced yy “properly,” as if they’re being paid to worry about this level of shit (which fires me up on about five levels, deep breaths in, deep breaths out). I’m much nosier about the signals we’re getting when we hear them talk in their beautifully media-trained way about their musical interests, when we get some of that sweet, sweet fan service with a Gallagher or a Capaldi, when we get that heads up about who’s attending what concert, stuff like that. These signals don’t necessarily indicate future collaborations, but they DO indicate what kind of image these guys want to have, the kind of music they want the public to associate them with.

Anyway, I’m getting ahead of myself…their personalities and goals at the moment are all so vastly different, and I truly do love seeing how their teams are workin’ it accordingly. Again, please @ god, don’t @ me…opinions, massively unpopular opinions, dead ahead!

* Zayn. My read on Zayn is that he enjoys the creative process, loves writing and singing, digs collabing with people, but he doesn’t seem to give two shits about the biz side (and why should he? that’s called living the dream at this particular point in his career). His website recently added “tour,” which EYEBALL EYEBALL, but he doesn’t seem to be all that interested in putting himself back out on stage or into radio/print/etc. anytime soon, and again, why should he? His numbers are HUGE without pushing himself through the anxiety-provoking churn he endured for four years, so there’s no real drive for him to do any promo if he doesn’t want to (see: the netflix-like binge dump of Icarus Falls, which could be “sabotage,” or it could just be, “fineeeeeeee, here’s some stuff for you, enjoy”). What other artist gifts his fans with gorgeous covers of such a wide variety of songs that indicate he’s more interested in sharing them than selling them. Accordingly, his fan interactions seem fairly pure and not all that promo-y: he has a keen interest in fanart, he’s done some fan pop-ups/listening parties that are pretty low-key and *seemingly* fan-focused, and recently (with zero anything to really promote), he’s been posing for cute pics and chatting with randos on the streets of NYC. I recently read that his mgmt team is no longer with him, but that sort of folds into my feeling that he’s not pursuing anything biz-wise, hence no need to jump through those particular hoops (I think he’s also struggled with a lot of demons, so yeah, why add one more). Could he be adrift? Maybe, but the next guy is the posterman for lack of focus….

* Liam. Honestly, I worry about Liam most of all. His post-1D career seems very much adrift, and I like to joke that he’s giving me that tell-all about the D one sentence at a time, but goddamn, are people listening? The struggles with alcohol, the lack of focus on every level, the reliance on his dad’s career advice (which more clearly reflects his dad’s financial class, background, and history than it does Liam’s), and the overall confusion about look, sound, and direction also flow back directly into his team. I get the feeling that they aren’t sure what to do because LIAM isn’t sure what to do or what he wants, so they follow in his wake. He’s agreeable to a fault, so seeing him at a meet-and-greet at an HMV in Birmingham last week felt like a step back into 2010 for no real reason, just like hearing that he was more or less coerced into full nude photoshoots for an underwear ad (the decisions to say yes to both of those—who’s steering this ship? If it’s Liam, he needs to tell the team his overall goal, so they can plot a course he and his fans can follow; if it’s the team, ditto). Like Niall, Liam’s actually pretty good at the SM game: lots of selfies, snapchat filters, outfits, gym service, twitter interactions. But generally speaking, his promo is confusing, and that’s probably because there isn’t much *to* promote at this point, other than a mix of collabs, clothing endorsements, spon con, horse farms, and an album that’s always on the horizon. This might be tied to the general post-1D jolt they all went through, like a plane coming off autopilot and into the hands of someone who’s just learning how to fly it. Zayn debuted at number one, so his bump wasn’t as harsh, but the others are slowly, steadily finding their footing after taking some time to find themselves and their sound, releasing songs/albums, performing (or in Louis’s case, going through unspeakable tragedy). Liam’s still adrift…and somewhat admittedly, which is kind of telling in its own way. Just know that my nervousness on his behalf ratchets up every time he feels the urge to assure us all that he’s happy.

* Niall. Truly the one following the original 1D template, right down to working with most of the same people but with more of the overall control in his hands instead of a faceless management squad. Of any of them, he seems the most ambitious, the most scientific about the sound he’s after and how he’s gonna get there. His promo is a mix of new and traditional—radio shows, talk shows, podcasts, special events, twitter interactions with fans, twitter interactions with entertaining celebrities—and it’s all hustle hustle hustle, build build build, as if he were a new ingenue instead of coming up hard on solo album number two. He’s explicit in his goals, which is refreshing, but it means he walks a weird line with fans: on one hand, he’s done with their bullshit, get ready to get rekt if you start commenting on his boring food seasoning or home décor. But on the other hand, he fully recognizes how much he needs them, which is why we get so many peeks into his “normal” life (yet zero percent of his actual personal life). It’s also probably why the blatant tweets of the last two days seem so jarring to me (I might be alone on this one, but I’m not a fan of directives in general, and asking me to call radio stations on behalf of a rich white man to become even richer just rubs me the wrong way, same with asking me to stream stuff to get you to number one…you’ve been there, buddy, how about you calm down and build some character at number 51). And speaking of calming down, it does fascinate me that both Niall and Louis namecheck Taylor Swift as someone who gets the whole fandom push/pull thing right, so watching them try to reverse-engineer her secrets is fun. Louis nails it (that hotspot treasure hunt: chef’s kiss), but Niall’s heavy-handed easter egg dump in NTMY, she would never!! I think Niall’s team needs to watch “Calm Down” about five more times before they try that again.

* Louis. I think Louis honestly has an AMAZING team in place, and they’re all clearly on his side, which makes for a refreshing change. Like Niall, he has publicly praised Taylor Swift for how she engages with her fans, but I think he’s missing a key point: she doesn’t let her fans dictate strategy, and I HOPE that’s the case for Louis, too. His old team *was* shit, so yeah, encouraging people to do fan projects to get the word out was a good idea, but turning that spigot off to let a good (paid) team step in and take over has been, uh, challenging. He’s dealt with more than his fair share of personal tragedy, but every time he gets some momentum going, it feels like something bts pushes him back off track, and he tends to keep it private, which only makes his hardest-core fans scream “sabotage.” Rightly so, he’s focusing on his personal life, and rightly so, his team is giving him the space to do that, even when it costs cash money and throws a lot of shit seriously for a loop. It makes my heart soar to see the potential of what his team can do/is doing, how much space he’s being allowed to process what he needs to process. Weirdly, that’s an unpopular opinion, and a lot of people want to indulge in an angst wank fest where Louis’s the victim of a terrible team that won’t DO anything (nevermind the fact that he’s probably ASKED them not to do anything), so they undertake a tremendous amount of performative unpaid labor that ends up being counterproductive on just about every front. Even worse, most of them can’t seem to process the fact that losing your mum is a blow, losing your SISTER is a blow, juggling other siblings or close friends handling some serious demons of their own in the aftermath of all of *that* is a blow, let alone handling your own personal coping mechanisms, nope, they want Louis to release release release, perform perform perform, c’mon, what’s holding him back, he *said* he wanted to release an album this year, there’s “no reason” for a delay, gotta be his shitty team, free him. It drives me ‘round the bend because it’s the same talk from late last year, you know, when we later found out that at least one family member was losing a fight with drug addiction. Louis’s fan engagement/promo is therefore hella fraught: he has to balance LouisTM on twitter (Mr. Donny, he’s hard, mate), his werk IG posts, and his constant edging because nobody can remember or trust that he’s got this, that multiple things are in play. But he also knows his fanbase, knows that it’s resistant to any kind of change, so I hope he pushes through and stays true to what he wants to do. I was really encouraged with his last promo round because he seems to have narrowed in on a something solid, he’s got a plan, and it’s not, “hey mr dj, put my record on,” it’s getting his fans to trust that he and his team know what the fuck they’re doing, and spoiler alert, it ain’t radio, but go ahead and keep pissing off djs by sending angry tweets their way. (Related: why is it so bad to avoid the radio when all of us admit that radio music is garbage? Is it because it’s more about you than him? Much to think about.)

* Harry. My very favorite head canon is that Harry is Jeff’s nightmare client: what was perfection at first because the Azoffs are old-school promo all the way (no SM, baby, gimme that sweet, sweet paper), and that dovetailed nicely with post-1D Harry, but it quickly veered into mulish teeth pulling. Low profile can quickly spin into no profile, and that really doesn’t work too well when you’re trying to sell sell sell, even if your brand is Harry StylesTM. HS1 and Dunkirk in their own separate ways worked VERY hard to push past the still-persistent way the general public views Harry as boybander Harry Styles, or more accurately, former boybander Harry Styles who dated Taylor Swift (if you venture out and ask someone who’s not a fan), but what I love about Harry is that much like Zayn, he doesn’t seem to be too bothered by all that. Sure, he’s ambitious, he wants to challenge himself and do things, but he’s no Niall Horan. He’s put in his time! If he gets a number one, then cool, but he’s not gonna chase it. And this is where Harry’s team really reflects his goals and energy: sure, they want him to do some promo (that “Do” tweet, the entire bit about the fan in Australia and Harry Lambert’s follow, goddddd, I loved it, petty Harry, resigned Jeff), but they clearly aren’t forcing him. He drops a song that makes a HUGE splash, and the follow-up is…liking some tweets and going to a John Mayer concert (not a John Mayer fan, so that wouldn’t be my first choice, but I respond to the zero fucks given about the whole thing). The music industry has changed a LOT in just two years, so it’s kind of cool to see team Harry pivoting a bit, seeing more SM interaction, the kindness generator, etc., but that said, the team takes their cues from him, and he clearly doesn’t want to do a whole promo circuit beyond persons a, b, and c, and magazine R, F, and A. Does it make sense to have Rob Sheffield write a profile about Stevie Nicks-blessed shroom-eater Harry Styles when his new song sounds like the Zarry combo of my dreams? NOPE, but that’s okay, Harry wanted to talk to Rob, so that’s what happened. The new song is more streaming friendly, and thank CHRIST, a lot less crusty white dude stuck in the ‘70s, so I can only hope that the rest of the album is thus, but we shall see! We’ll also see if Harry’s fan engagement shifts any further into the active zone…so far, it’s been “I’m gonna follow some larries, like these fun generator posts, check out a few dads” and staged photo ops with the same familiar faces, but I think he’s dealing with his own major bts issues as well (album delayed at least twice; that entire stalking situation). I still contend the album’s coming in the next few weeks, so it’ll be interesting to see if/how any additional promo rolls out in this new world order post-gryles landscape, how many interviews he’ll do, but I like that there’s a strategy that seems less stodgy…kudos to the new SM team, at least!!

Oh man, that got really long! Hope you enjoyed, and YES, opinions opinions opinions, and they’ll be stupid in about three weeks’ time, thanks for coming to my already dated buzzfeed article