In a world where The Wanted have become one of the biggest, most succesful groups in the UK in just over a year, it's not hard to see how the big record companies would want to get in on that action.
Enter One Direction, fresh from the last series of X Factor - for them, the fanbase was already all there. Like all boybands, that key 'screaming teen girl' demographic that has lasted throughout the ages - right back to the Beatles - is all over them.
It's only fitting then that there debut single is a kind of meeting of old and new. With its cute little Beach Boys guitar riff and thump-thump beat, it's simple pop, but infused with all the power and gloss of 21st century production.
Launching into the chorus, What Makes You Beautiful shifts up about a million gears, riding high on the wave of slick pop-rock the likes of Katy Perry have recently been tapping for such success.
Of course, the big question - are One Direction new equals, or indeed, better than The Wanted? Only time will tell, but going by this debut, it's all just a little too predictable for my liking. It's as if What Makes You Beautiful has been created to sound as much like The Wanted as possible. A half decent pop record it might be, but it's never going to win any prizes for innovation, that's for sure.
When The Wanted first came along they were a breath of fresh air - something new, different. All Time Low felt comparitively edgy for boyband pop, yet What Makes You Beautiful - for all the pumped up charms of its chorus - is merely second best.
What makes You Beautiful is released on the 12th September and can be pre-ordered here.
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