They are an English-Irish pop boy band based in London , consisting of Niall Horan , Zayn Malik , Liam Payne , Harry Styles and Louis Tomlinson . They signed with Simon Cowell ’ s record label Syco Records after being formed and finishing third in the seventh series of the British televised singing competition The X Factor in 2010 . Propelled to international success by the power of social media , One Direction ’ s two albums Up All Night and Take Me Home , released in 2011 and 2012 respectively , broke several records , topped the charts of most major markets , and generated hit singles , including “ What Makes You Beautiful ” and “ Live While We ’ re Young ”. Often described as forming part of a new “ British Invasion ” in the United States , the group have sold 30 million records , according to the band ’ s management company , Modest ! Management . Their achievements include two BRIT Awards and three MTV Video Music Awards . According to Nick Gatfield , the chairman and chief executive of Sony Music Entertainment UK , One Direction represented a $ 50 million business empire by June 2012 . They were proclaimed 2012 ’ s “ Top New Artist ” by Billboard .