Music mogul Simon Cowell has announced a search for a new boyband, nearly a decade after his previous creation One Direction went on hiatus. The campaign was launched in London with a billboard featuring Cowell in a Lord Kitchener-style pose, with the slogan: 'Simon needs you! Future megastars wanted for new boyband. No time wasters.'
Cowell said in a statement: 'Every generation deserves a megastar boyband and I don’t think there has been one to have the success of One Direction in over 14 years. The industry tends to focus on solo artists – so it usually takes someone from outside to put a group together. Nothing beats the fun of being in a group, touring the world and performing for thousands.' Auditions begin in Newcastle on 4 July, followed by Liverpool, Dublin and London.
Cowell acknowledged the 'high degree of risk' in the venture, noting that boybands and girl bands have struggled in recent years, with no real successors to Little Mix since their hiatus in 2022. He even highlighted the potential for a solo career, referencing Harry Styles' success after One Direction.
If successful, Cowell would add to a British tradition stretching back to Take That, East 17 and Five. However, recent attempts have faltered: Rak-Su won The X Factor in 2017 but faded quickly, and the TikTok-famous No Guidnce have yet to chart in the UK Top 100. Meanwhile, Take That remain a huge draw, selling over 700,000 tickets for their 2024 tour.
Cowell's track record includes signing Robson & Jerome, Westlife, and Five, as well as expanding The X Factor and Britain's Got Talent globally. He also helped arrange the Grenfell Tower charity single. Despite the challenges, his past successes suggest he may yet find a new generation of pop stars.
