Who on One Direction's team thought it would be a good idea for the guys to awkwardly give announcements via video messages to their fans?
Every time the band posts a video message, we cringe from it's awkwardness.
Take a look at this one where Harry fondles a banana in his hand:
And this one where they invite fans to see them at Universal Orlando Resort:
And their latest announcement of their UK & Ireland tour:
Each one the guys look really stiff and just plain awkward. But who wouldn't? When they're not the ones speaking, they just nod and stare into the camera. The whole ordeal is weird.
However, this system seems to be working? These awkward announcement videos get nearly 200,000 views each.
Whatever they're doing, it's working. The guys just broke the one billion streams mark on Spotify and they continue to keep killin' it.