What could JLS have done differently?

One could argue their popularity declining somewhat after 2011 correlates directly with One Direction taking the world by storm, but you can also see it in their material.

I think they were trying to be experimental with "Hottest Girl in the World", which some have described as a track Justin Bieber could have put out around then.

It's difficult to describe. The first few albums had a good blend of the pop/R&B stuff but this seemed to move away from that and didn't hit as well.

It's also tricky because most boybands have a limited shelf life anyway. Interested to see what people think.