A processing error gave One Direction fans a surprising deal in the U.S. iTunes Store on Monday (Oct. 1).
Early Monday, One Direction — which is signed to SYCO/Columbia in the U.S. — commercially released its fast selling new single “Live While We’re Young” to digital retailers, including iTunes. However, the U.S. iTunes Store was selling the track for just 99 cents — instead of the expected $1.29.
Generally speaking, most new songs from major acts are sold for $1.29 in the U.S. store. Some tracks are later discounted to 99 cents for special promotions or limited time offerings.
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As it turns out, One Direction’s 99-cent deal was short lived. Label sources indicate the initial price was a mistake, but couldn’t be corrected until midday Monday. It was unknown at press time how many downloads of the 99 cent version were sold on Monday.
Upon its release, fans began leaving comments in the song’s review section on iTunes, wondering why the song was apparently discounted. An iTunes user named Inspiring-l0ve wrote, “Love this song. But why is it only 99 cents?”
By the afternoon, the price had changed from 99 cents to $1.29 — and fans took note: “Got it while it was still 99 cents,” (Brooklyn 1972) and “Best Song Eva!! Omg it changed to $1.29 hahaha” (Jeffrey Miller).
“Live While We’re Young” is expected to debut on the Billboard Hot 100 chart either this Wednesday (Oct. 3) or next week. Meanwhile, the song jumps from No. 33 to No. 23 on the Pop Songs airplay chart. The tune is the lead single from the group’s second album, “Take Me Home,” due for release in the U.S. on Nov. 13.
One Direction’s U.S. representatives did not respond for comment at press time.