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chris_frewin: Back to back Number 1 Albums!! This one was special. Amazing to watch the record come to life in Costa Rica and to now see the it get the recognition it deserves. Congratulations @louist91 you really smashed it on this one. And getting the #1 on my birthday tops it all!
Lemonade in Helsinki 27/3/26 🍋
mrmattvines instagram story
Craig Sherwood passed away, he was the production manager and director of touring for Louis. I wanted to make a post to share some messages of people that worked with him, as a way to honor him and thank him for his work. So sad to hearing about the news, sending condolences to his family, friends and love ones. Rest in peace Craig.
Louis Tomlinson at COACHELLA 2025 [11.4.2025] 📸 ctto
Chris Frewin is lazy. Matt Vines is lazy. They “get the job done” in terms of mining the One Direction fandom to buy as much as it is willing to buy, and that’s their creative, professional, and imaginative limit on working for Louis.
The reason they’re disliked in fandom is not because they’re “management.” Louis’ fandom isn’t a dumb, reflexive cult of One Direction fans with a bible on how to feel.
It’s because seven7management has shown itself to be unambitious, unimaginative, and frequently incompetent.
Management is not there to be Louis’ “haha let’s get another magnum of Grey Goose” laddy pals.
They have a job. Looking at Louis’ listener and sales numbers, his global Google search results, his social media, his global radio play, his standing within BMG itself, they’re not good at the job.
One of an artist management’s premier jobs is to get good PR representation for the artist. Louis has had Simon Jones through many, many horrible PR incidents, many demeaning articles with no PR pushback, many “gotcha” type interviews, no vetting of interview questions, no vetting of interviewers. It’s to the point where seeing Simon Jones’ face is harbinger to another Louis insult in the press.
This is not to mention the tour “meet and greet” competitions that never announce winners. Or the worldwide merch competitions that always end up being sent to stalker fans. Or the competitions that turn out to be only lazy datamining attempts with no winners. Or the clumsy explanation (or lack thereof) for cancelling an entire international leg of tour, with nothing to make up for it to date, while Europe got the equivalent of two years of the same tour.
It’s a joke that we even have to say it out loud, but a manager’s job isn’t to go to Coachella with their artist as a festival attendant.
I don’t care how much Louis likes them as people. Just do the job.
Louis’ fans hope for the very basic competence from his managers, but we get insidery jokes on his Instagram bio instead, when we’ve just had high hopes of a new album from a Twitter spree.
Last, the incompetence of the management does reflect on the artist’s maturity and judgment.
via Matt Vines IG story [Away From Home Festival, 10.5.25]
Was this your intention, Louis? Because this isn’t how you treat others, Larrie or not. I’m disgusted that this behavior is actively encouraged
Louis also dated an influencer/Instagram model from 2012-2015 and 2017-2022 and nobody got upset about that or talked about unstanning. Why is Zara different?
Hmm. Some people always get upset no matter what.
I think the difference is that fans felt the 1D men were so tightly controlled by Simon Cowell/ Sony/ their contracts during the band era (as we saw from the data leaks) that their public image was just that, an image.
Tbh when Louis started dating Eleanor again in 2017, many fans also felt it was inorganic because the exact sequence of events occurred: social media follows first (of Eleanor from Lottie, Lou Teasdale… and most tellingly from James Corden), then a fan meet up with photos, then tabloid articles. But there weren’t any staged pap photos because there was no need.
Because Louis was unsigned in early 2017, and later signed to Syco/ Sony/ Epic/ Arista, the assumption was he followed a continuation of his image clause. The relationship with Eleanor was emphasized during interviews:
Fans were upset but many realized this was PR. Louis didn’t even have an album out until 2020. We waited a long time, patiently, for the good things: solo music, a broadening of the fanbase, better PR.
I said that it isn’t really about Zara as a person, but about the realization that there will not be more to Louis’ solo career than what we’ve seen: nostalgia for the past, reliance on a One Direction fanbase to do the heavy lifting, a static and stale boyband image, tabloid gossip, basement level PR, lazy and incompetent artist’s management, and the same “working class” talking points that serve only to rile up the fanbase to defend Louis against critics.
Simon Jones/ Matt Vines/ Louis chose the terrible Evening Standard soundbites to publish in the Inrock interview in Japan. How are global audiences suppose to revere someone portrayed that way? Or even empathize? Fifteen years in, and the talking points are that 1. Louis doesn’t quite believe a lad from Donny got to where he is/ doesn’t feel he knows music, 2. His fans are responsible for his success.
The thing is none of this would even matter if the big things were done well. If Matt Vines capitalized on good moments and sympathetic journalists to hype up more good things about Louis’ career.
When fans were excited for Written All Over Your Face, there was an opportunity to make this a single and release a better music video, to promote it worldwide outside of the UK/USA.
When Louis was “King of Glastonbury,” there were opportunities to capitalize on a better interview with sympathetic journalists, or to release special projects like a short “making of” or “behind the scenes” video.
When Walls went to number one for the second time in 2020, there were opportunities for new vinyls and new interviews.
When F1 featured Louis’ music on playlists, there is an opportunity for a better collab, photoshoots, interviews.
There were opportunities that fans served up to Louis’ team (Project Defenceless, Project Always You, Most Requested Live, FIFA voting, many other online votes) that got dropped or ignored.
Using Louis’ main IG account to promote Chris Frewin … read the room.
I want to emphasize that Louis’ creative projects are amazing, like the Live From London livestream, the Walls era music videos, AFHF each year, the quality and design of merch and 28 Clothing, AOTV, and his music overall, which has been astoundingly good. His photoshoots have been gorgeous. I love everything about the artistic projects because I do sense growth and maturity. It always has been a pleasure to see Louis’ artistry mature. I’m sure LT3 is going to be wonderful. Fans waited a long time to see all of this come to fruition and we are still excited to see more. I still believe in Louis the artist.
