Liam Payne, former One Direction star, was quietly dropped by his record label amid concerns that his new music would not resonate with his One Direction fanbase, sources have revealed. Universal Music reportedly put Payne's second solo album on hold before ultimately severing ties with the singer. Industry insiders suggest that the decision was influenced by doubts over the commercial viability of Payne's preferred musical direction and a broader restructuring within the label.
According to an exclusive source speaking with DailyMail.com, Payne wanted to pursue a sound that he personally enjoyed, but his record label feared that it would alienate his existing fanbase, composed primarily of former One Direction supporters. "Liam wanted to make the sort of music he enjoyed, but his label believed it wouldn't win over 1D fans, so there were disagreements about the way his brand should have been marketed," the insider said.
The label's decision was also partly motivated by budgetary pressures and a need to make cuts across the industry. "The entire music industry is making cuts and restructuring to cut costs, so Universal decided to drop Liam quietly and invest in other artists," the source explained. Payne's public image, which had recently been subjected to online ridicule, reportedly did not help his case either. "Unfortunately, part of the decision was motivated by all of the memes and jokes people made about him online," the insider added.
Concerns over Payne's behavior had been growing for some time, with fans voicing worry after a series of erratic public appearances. In late September, Payne was featured in a TikTok video posted by his girlfriend, Kate Cassidy, which showed him acting strangely-dancing in the background and popping in and out of the frame while she tried to present an "outfit of the night" check. Comments on the video expressed concern for Payne's well-being, with many urging him to take care of himself.
Just days later, Payne was seen dancing the Macarena during an intermission at former bandmate Niall Horan's concert in Buenos Aires, Argentina. The clip quickly went viral, with social media users branding Payne's behavior as "cringe" and "embarrassing." Insiders have claimed that these public incidents and negative online reactions led Universal Music to reconsider its association with the singer. "It was more to do with public perception than anything because other musicians are a lot harder to work with," a source said. "But Liam was being mocked in public, so it was much easier for his team to abandon him."
In addition to being dropped by Universal, Payne's public relations team also resigned earlier this month, leaving the singer without any formal representation. The PR team's resignation came at a time when Payne's ex-fiancée, Maya Henry, initiated legal proceedings against him, accusing him of repeatedly contacting her. An industry source told DailyMail.com, "It is like all of Liam's music career that he had built up since he went solo eight years ago was crumbling; there was very little left for him. It must have absolutely devastated him."
Former X Factor contestant Katie Waissel, who appeared on the same series as Payne and his One Direction bandmates, also weighed in on the singer's death, blaming industry neglect for his struggles. Waissel described Payne as her "dear friend" and said he was "kind, with a pure heart" but had been let down by those in positions of power. "This industry has treated talent like commodities, and the negligence of duty of care has once again led to a heart-wrenching loss," she said, pointing fingers at X Factor creator Simon Cowell for his role in Payne's career struggles.
Payne, who signed with Capitol, an imprint of Universal Music Group, in 2016 after One Direction went on hiatus, was reportedly given a sizable advance for his second album. However, the album never materialized after his single, "Teardrops," failed to chart in the Top 40. Insiders confirmed to DailyMail.com that Payne had not managed to recoup the advance he was given, further complicating his relationship with the label.
Following news of Payne's death, Universal Music Group released a statement expressing their condolences. "We are devastated by the tragic passing of Liam Payne. His legacy will live on through his music and the countless fans he inspired and who adored him. We send our deepest condolences to Liam's family and loved ones," the statement read.
The circumstances surrounding Payne's death remain unclear, with local authorities in Buenos Aires conducting an autopsy following his fall from a hotel balcony on October 16. Payne's death has led to renewed scrutiny of the music industry's treatment of young talent, with many calling for greater accountability and mental health support for artists.
