Social Butterflies

Have The Jonas Brothers Been Eclipsed by Justin Bieber?
June 18, 2010, 6:06 pm
Filed under: jonas brothers | Tags: , , ,

According to The Daily Beast, The Jonas Brothers are no longer what girls desire, which does not bode well for season 2 of their Disney show.

Just two years ago, the Jonas Brothers were being compared to the Beatles. They had a platinum album. They were clean-cut and well-scrubbed, but they were also respected for their catchy pop music that drove young girls to shrieking sessions. In the past year, they’ve struck out with album sales, and starred in both a ratings-challenged TV show and a failed 3-D concert movie.

Disney’s focus-group research, exclusively obtained by The Daily Beast, might explain why: According to the interviews, the Jonas Brothers are fast losing the very fanbase that propelled them to the heights of stardom. These studies show that the same young girls that just a few years ago couldn’t get enough of the rosy cheeks and luscious locks of Kevin, Joe, and Nick, are growing up and leaving their crushes behind.

Disney seems to have foreseen the shift reported in its market research, and has drastically revamped the Jonas Brothers’ Disney Channel show, the second season of which premieres Sunday. Now titled Jonas L.A., as opposed to just Jonas, the show, which stumbled in the ratings its first outing, has been made to resemble a saccharine version of Entourage. According to a source who has seen episodes of the show, the JoBros have sushi parties. They go golfing. And of course, there is romance—though nothing gets too racy, considering that the Disney Channel allows only one kiss per season.

From the start, however, the Jonases posed a unique challenge, seeing as they were already a popular music group when Disney brought them into the family back in 2006. Thus there was always the threat of overexposure, something that was never a fear with an unknown like, say, Lovato. The privileged, and very sexy, reality of the Jonases’ actual lives also made them hard to sell as ordinary kids who just happened to—surprise!—have hidden talents, the conceit behind most of the Disney teeny-bopper narratives, from Cyrus’ Hannah Montana to Duff’s Lizzie McGuire.

This may have been why the first season of Jonas, in which the brothers played high-school kids, didn’t take off the way Disney hoped. As one executive at a rival network said, “The concept was disingenuous, and kids sniff out inauthenticity. It’s hard to make the Jonas Brothers regular kids when they’re already superstars. I think that’s what probably alienated their fanbase.”

But even if Jonas L.A. fixes this problem—living the high life in Los Angeles is much more in vein with how the Jonases live off-camera—there’s no doubt that the trio is at a crossroads. Having entered their twenties (with the exception of Nick, who’s 17), it’s getting harder to deny their maturation, from Kevin’s marriage to Nick’s recent solo album (another disappointment).

“Justin Bieber is definitely the next new thing and is overshadowing the Jonas Brothers. But Bieber doesn’t have the marketing power of Disney behind him, which can’t be discounted.”

But as the market research indicates, it won’t be easy to reverse the tide. Disney is committed to trying, though. “They’re doing everything to hold on to the brand,” said a source familiar with their thinking “Or, at least, trying to milk every last drop out of them before they’re dead.

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ooooh ooooh i like that pic i am a sing me that what i went to be like

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