▁res urg ence ▁in ▁the ▁interest ▁in ▁boy ▁bands , ▁and ▁as ▁forming ▁part ▁of ▁a ▁new ▁" B rit ish ▁In vas ion " ▁in ▁the ▁United ▁States . ▁Bill ▁Wer de , ▁a ▁representative ▁of ▁Billboard ▁magazine , ▁commented , ▁" There ' s ▁a ▁lot ▁of ▁possibility ▁here , ▁there ' s ▁a ▁lot ▁of ▁ups ide , ▁that ▁level ▁of ▁talent ▁with ▁those ▁kinds ▁of ▁looks , ▁it ' s ▁really ▁a ▁perfect ▁storm ▁for ▁a ▁massive , ▁massive ▁successful ▁phenomen on ." ▁In ▁N PR , ▁Maria ▁Sh erman ▁noticed ▁that ▁before ▁One ▁D irection ' s ▁break through , ▁boy ▁bands ▁were ▁" off ▁the ▁rad ar " ▁since ▁NS Y NC ▁went ▁on ▁an ▁in defin ite ▁hi atus ▁in ▁ 2 0 0 2 . ▁ ▁Son ny ▁Tak har , ▁the ▁chief ▁executive ▁officer ▁of ▁Sy co ▁Records , ▁attributes ▁the ▁break through ▁to ▁the ▁power ▁of ▁social ▁media . ▁" S ometimes ▁you ▁feel ▁the ▁song ' s ▁the ▁star , ▁but ▁it ' s ▁not ▁like ▁that ▁here   – ▁it ' s ▁the ▁act ," ▁he ▁said . ▁" It ' s ▁a ▁real ▁moment . ▁Social ▁media ▁has ▁become ▁the ▁new ▁radio , ▁it ' s ▁never ▁broken ▁an ▁act ▁glob ally ▁like ▁this ▁before ." ▁Will ▁Blo om field , ▁the ▁group ' s ▁manager , ▁added , ▁" Th ese ▁guys ▁live ▁online , ▁and ▁so ▁do ▁their ▁fans ." ▁Their ▁management ▁emp lo ys ▁a ▁social ▁media