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Disney Marketing Machine Backs Jonas Brothers

With its eye on a new potential blockbuster franchise, Disney is using its full array of media tools to boost exposure of The Jonas Brothers--the youthful heartthrobs whose self-titled album has gone platinum. "It feels like some giant wave forming out on the ocean," says Gary Marsh, entertainment president at Disney Channel.

Like the Jackson 5, the Jonas Brothers are built around a musical prodigy--in this case, Nick Jonas, who has performed on Broadway since he was 7. He signed with a major label at age 12 as a Christian pop artist. Disney Radio and the Disney Channel helped propel the musical careers of Nick, 15, Joe, 18, and Kevin, 20, before the band was even signed in 2006 by Disney's label, Hollywood Records.

Last week, the brothers made appearances on ABC's "Dancing With the Stars," "Jimmy Kimmel Live," "The Ellen DeGeneres Show," Nickelodeon's "Kids' Choice Awards" and on a taping of "The Oprah Winfrey Show." Now, Disney is throwing the full weight of its television group behind the Jonases' first movie, "Camp Rock," which premieres June 20 on the Disney Channel.

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