One Direction deny the leak of their third album was aimed at generating hype. It's difficult to stop new music leaking these days - impossible it seems if it's British boy band One Direction, whose third record Midnight Memories inexplicably surfaced online a week early.
Some speculated that it was just part of an elaborate staged worldwide album launch aimed at generating hype. The lads themselves insist it wasn't and are quoted in British media saying they fear it will ruin their chances of topping the charts.
Who really knows and, really, who cares? For those Directioners quick enough to hear the leaked album before it was pulled down, it was the best thing ever. Twitter went nuts with rave reviews. That says it all. Fans love it. Full stop.
And fair enough. This is starry-eyed teen pop at its best. These are tunes designed to send schoolgirls around the globe into frenzied states of hysteria.