Explorative, Authentic and Cohesive: Factors contributing to successful boy band reunions
Popular Music History, Volume 7, Issue 2, 2012, 127-14211/2012
When Take That returned to the musical scene after a 10-year hiatus in 2005, they entered uncharted waters. A boy band had never reunited before, and the genre was assumed to be merely a teenage phenomenon whose pubescent target audience would have by then outgrown their interest. But this assumption proved wrong: the reincarnated Take That were tremendously successful, even more so than the first time around. Other boy and girl bands have since emulated their reunion, but with only partial success.
Using a comparative approach, this article looks at the different elements contributing to the success of boy band comebacks, primarily by contrasting the Take That reunion with the somewhat flopped reformation of their precursors, New Kids on the Block, but also by drawing on British examples such as the Spice Girls, East 17, and Boyzone.
Firstly, the parameters of the breakup are analysed as possible predictors for the success of a reunion; especially, here, the popularity at the point of breakup as well as its staging and the media response to it. Secondly, the parameters of the reunion are scrutinised, in particular the mode of re-entry into the market (explorative or assumptive), the discourse (re-)established in the comeback video (typical or atypical boy band theme) and the marketing strategy as such. Thirdly, the article examines the dynamic within the band and its personalities as factors influencing the potential success of a reunion (particularly problematic in the case of East 17). And finally, the article considers the impact which successful solo careers of individual band members may have upon the success of a reunion, arguing that the immense popularity of Robbie Williams kept Take That indirectly significant even during their latency and increased the reformed Take That’s chances of finding large audiences again themselves (a dramatic factor which is unique to Take That).