Nick Jonas: Headed Solo
Tuesday, December 1, 2009 at 12:07PM 
The youngest member of the Jonas Brothers, Nick Jonas has recently announced next years tour dates. The only difference this time is he’s solo, without his brothers. Nick Jonas and the Administration are slated to hit the stage with a fresh new sound in big cities such as Dallas, New York, and Chicago. However, what does this mean for the Jonas Brothers’ brand?
Vowing to abstain from alcohol, drugs and sex, the mother approved Jonas Brothers are known for their wholesome, “family-friendly” image. In addition, the Evangelical Christian brothers wear purity rings on their left fingers to signify their vow to abstain from premarital sex. Fitting the Disney mold, Hollywood Records—Disney’s pop music label—penned a deal with the brothers following their dismissal from Columbia Records in 2007, and as the saying goes, “the rest was history.” A product of the Disney machine, the tween heartthrobs have been at the center of pop culture selling over 8 million records worldwide with 4 albums released in the past three years. The brothers starred in Disney Channel original movies’ Camp Rock and sequel Camp Rock 2, debuted on the big screen with their 3D Concert Experience, in addition to staring in their own Disney Channel show JONAS. Furthermore, the Jonas Brothers have endorsement deals with Xbox, Baby Bottle Pop, Target, and gross millions of dollars in merchandise.
Attributed to out growing their demographic and lack of hits, Hollywood, Lines, Vines, and Trying Times released on 6/16/09 sold below expectations with 500k in sales. Brothers Nick and Joe are now in their twenty’s and at 17, Nick Jonas’ solo debut remains Disney’s last attempt to cash in on the tween market. Nick Jonas will attempt to distinguish himself from his brothers’ bubblegum pop, as he describes his Administration’s sound as stylistically different from his brothers’ sonic guitar riffs driven with heartfelt lyrics about love. Perhaps the Administration is an avenue that will pave way for a matured Jonas Brothers sound in the future. A test market per se. Considered a ‘side project’ Nick has his older brothers blessings. The Administration is slated to hit the road on a small tour with 17 shows starting on Jan 2nd in Dallas Texas, ending in Berkley, California on Jan 30th, with their Who I Am album release to follow on Feb 2nd. All in all, Nick Jonas and his Administration will extend the Jonas Brothers’ brand, as Nick will reach new fans with his fresh new sound. When the Jonas Brothers reunite for their next album, whenever that maybe, the public will see Brothers who are bigger, better and reinvigorated as they would have time to develop and perfect their new sound. The Jonas Brothers will maintain relevance in pop culture via Nick. Essentially, the Administration buys the Jonas Bothers time; it will be as if they never left.
Mighty Milord! Without Sucka! Succotash!
Nick Joanas and the Administration Tour 2010 promo video.
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Reader Comments (3)
OK, so they've outgrown the tween audience and are attempting to carve out a more mature audience for themselves. Their tween girl following will still buy their music - that's why solo Nick - but they also want to now include the larger more mature audience - hence the new sound and his older brothers joining him at a later time. It can work and they have the backing to make it work! Time will tell this tale!
I think its good that Nick is starting to do his solo act, his band has a Rock sound which is a different side of music from the Jonas Brothers. He will do well only time will tell. Good article Milord...
I find it so interesting that the brothers have vowed to abstain from sex. This is very uncommon among young people, especially men, nowadays. They are really role models for other young men. I wish them best of luck on their career and the growth of it.