The Jonas Brothers’ reunion has been more successful than anticipated. After moderately successful solo careers, Nick Jonas & Joe Jonas have reunited with their brother Kevin for a comeback to end all comebacks.
Last year, the Jonas Brothers dominated the charts with their catchy summery bop ‘Sucker‘. Following this up with the hits ‘Only Human‘, ‘Cool‘ and ‘Lonely‘, the brothers achieved more success this time than their last victory lap in the early ‘10s.
While their success is much attributed to their incredible new music, it seems that the trio are relying quite heavily on nostalgia from when they were teen heartthrobs.
First, let’s analyse the online store. A quick squiz of their vinyl offering and clothing merchandise would see that they’re still leveraging their noughties reputation with their stans. The images that are printed on shirts are taken straight from the late ‘00s, showing the boys as teenagers when our obsession was at the peak.
And while yes, it’s not a new thing to be releasing throwback merchandise, this brings me to their TikTok content. Here, you can see the JoBro’s poking fun at the Kardashians and participating in various viral trends.
This is a clear callback to the video skits they used to upload on their YouTube channel.
Oh, and they’re recreating Camp Rock scenes on TikTok too.
Finally, they’re engaging in nostalgia through their live performances. At a performance with James Corden, the brothers whipped wigs and outfits that called back to their first breakthrough hit ‘Year 3000‘. Also, as someone who went to their final concert in Los Angeles, I can confirm that in their regular setlist, the boys play Camp Rock songs, despite Nick calling it a “bad movie”. Did the crowd love it? You bloody better believe they did.
There you have it, the boys are engaging in nostalgia to get coin from us? Am I aware of their marketing tactics? Yes. Does it make me mad? Not really. Am I going to stream their latest single? Yes, I sure am.
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