Simon Cowell, famous for creating One Direction, is on the hunt for the next big boyband, nearly a decade after One Direction’s success.
The campaign kicked off in London with a billboard featuring Cowell, inspired by the iconic 1914 Lord Kitchener recruitment poster, saying, “Simon needs you! Future megastars wanted for new boyband. No time wasters.”
In a statement, Cowell explained his new project: “Every generation deserves a megastar boyband, and I don’t think there’s been one as successful as One Direction in the last 14 years. The industry usually focuses on solo artists, so it often takes an outsider to form a group. Nothing beats the fun of being in a group, touring the world, and performing for thousands.”
Auditions will start in Newcastle on July 4, followed by sessions in Liverpool, Dublin, and London over the next month. More details are available on a newly launched website.
Cowell admitted there’s “a high degree of risk” in this venture, given the struggles of boybands and girl groups in recent years. No group has matched the success of Little Mix since their hiatus in 2022. Cowell even mentioned the potential for solo careers, highlighting Harry Styles’ success after One Direction.
If successful, Cowell will continue a long British tradition of boybands, from Bros and Bay City Rollers to Take That, East 17, and Five in the 1990s. The Vamps saw some success after One Direction’s split in 2016, but their 2020 album “Cherry Blossom” dropped to No. 72 in its second week, showing limited appeal beyond their core fans.
Rak-Su, who won The X Factor in 2017 under Cowell’s mentorship, quickly faded after their No. 2 debut single. Recently, British R&B boyband No Guidnce gained a large following on TikTok but haven’t cracked the UK Top 100 yet.
While bands like Coldplay and Arctic Monkeys achieve global success, and Bad Boy Chiller Crew adds a unique twist to the boyband formula, a straightforward pop male group hasn’t been nominated for a Brit award for best group since One Direction and JLS in 2010.
Girls Aloud enjoyed a successful reunion tour this year, but new British girl groups like SVN, CuteBad, and Unperfect have struggled. Flo, a stylish trio, launched with much acclaim in 2022, winning the Brit award for rising star. However, their follow-up single with Missy Elliott, “Fly Girl,” only stayed in the Top 40 for a week and hasn’t charted since.
Despite the challenges, Cowell’s track record suggests he might succeed. Known for his role as a judge on The X Factor and Britain’s Got Talent, he has helped artists like Leona Lewis, Olly Murs, and James Arthur achieve significant success. He was also instrumental in the UK pop industry, signing artists like Robson & Jerome, Westlife, and Five.
Cowell expanded The X Factor and Got Talent franchises globally, with notable success in the US. His 2015 TV search for a Latin boyband, La Banda, resulted in CNCO’s success in Spanish-speaking markets, including a hit with Little Mix. Cowell also coordinated the charity single “Bridge Over Troubled Water” for the Grenfell disaster victims.
Recently, Cowell has focused on Britain’s Got Talent while dealing with personal challenges, including selling his Holland Park mansion after break-ins. “There is a constant fear it may be repeated and that it may be worse next time,” he said after one incident. “I’m very scared of what could have happened to my son if the burglar had gone into his room.”
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