As they announce a new album in November, singing people One Direction made the first track from it available online – but only for 24 hours. ‘Fireproof’ is offered on the band’s website for free as (inevitably) a “thank you” to their fans – but really it’s there to whip up hysteria for the album that is coincidentally released during the all-important Christmas gifting period. There are links from the free download to buy the standard album (from iTunes or Amazon) or – what’s this? – the deluxe album (also on iTunes or Amazon). Cruel teasing aside, this is a precision-tooled way to get fans excited about a new album by giving them something that is inherently unlimited (i.e. a download) but is made to feel “limited” by only being available in a 24-hour window. A strong illustration of marketing really understanding the audience.

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