The "selfie" has become so ubiquitous that Oxford Dictionaries named the term its 2013 Word of the Year. Rising DJ duo The Chainsmokers, New York natives with a knack for humor and insight into the club scene, acted on the trend.
Drew Taggart, 24, and Alex Pall, 28, made a demo of a dancefloor thumper titled “#Selfie” that features a female clubber’s comically vain monologue -- about taking a selfie, of course. Within days of the track’s SoundCloud premiere, plays began exploding, aided by a viral video and a smart social media campaign.
With 5.1 million albums sold in the United States, according to Nielsen SoundScan, and millions more worldwide, One Direction's success speaks for itself. But the British quintet isn't the only one enjoying fans' rabid devotion: In a phenomenon that can be called the One Direction effect, other artists are benefitting big time when the boy band associates with them.