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One Direction & The Wanted: The Billboard Cover Story!

When Melissa Lonner, senior entertainment producer for NBC's "Today," booked Brit pop quintet One Direction in January, she scheduled the group for a routine in-studio performance. But once news broke that the boyish fivesome would be at 30 Rock, a deluge of fan emails flooded the show's inbox, forcing NBC to relocate the appearance to Rockefeller Plaza. That was when the New York Police Department got involved. Spurred by reports of swelling public appearances by the band in other markets like Toronto and Boston -- the latter of which attracting some 5,000 screaming fans to Natick Mall -- the NYPD contacted NBC security to ensure measures would be taken to maintain order.

When the group often referred to as 1D finally did appear in midtown Manhattan on March 12 -- the day before its chart-topping debut, "Up All Night", arrived on Columbia Records -- an estimated 15,000 fans descended on the plaza, spilling onto the surrounding streets. It was an unprecedented turnout for an act that had yet to release an album stateside. ("Up All Night" debuted at No. 2 in the United Kingdom when it was released there on Nov. 21.) But even beyond that: The crowd for 1D -- which consists of Niall Horan, Liam Payne, Zayn Malik, Louis Tomlinson and Harry Styles (ages 18-20) -- ranked among the biggest "Today" has seen. Only Justin Bieber, Lady Gaga and Chris Brown have drawn that kind of turnout to date.

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