Why "Winning" Isn't Always About Being First.
When Billboard released its "Which Artists Will Dominate 2018?" poll, listing 27 of the biggest names in the music industry, the hugely popular K-pop franchises of BTS and EXO immediately leapt to a commanding lead with tens of thousands of votes being cast within hours. As their fan armies continue to grow in strength and numbers, results such as these are to be expected. The two fan armies will continue to battle it out in a two horse race, competing with each other as the number of votes continue to skyrocket.
So why is this of interest to Louis Tomlinson fans?
At the same time as the K-pop armies were gathering momentum and racking up their votes, another fanbase was staking their own claim, and it wasn't what people had expected, least of all Billboard.
Up against 24 other formidable artists such as Justin Beiber, Talyor Swift, Camila Cabello, Shawn Mendes, Selena Gomez, Lady Gaga, Fifth Harmony, Ariana Grande, and Demi Lovato, all of whom have strong and dedicated fan bases, it was Louis Tomlinson who shot ahead of the pack to secure third place behind the K-pop groups
At the time of writing, BTS has 824,360 votes, EXO has 738,629, and Tomlinson has 11,272. He will not win this poll. There is absolutely no chance of that happening. Which begs the question, what is the point of voting if there is no hope of winning? The simple answer is exposure.
In the days after the poll was released, Billboard's Kevan Keeney presented a video feature on the poll and the results as they were shaping up at the time. The video was posted to their Twitter account which has 6.2 million followers and to their YouTube Channel with nearly 1.2 million subscribers.