Last month, Just Jared only reported that Sophie Turner, 24, and Joe Jonas, 30, are expecting their first child together. The rest of the tabloids went wild with the news, which Turner and Jonas have yet to confirm. In the absence of details about pregnancy, the gossip stores have posted a stream of paparazzi photos of the couple and breathless stories about their “perfect” relationship, just to fill the void. (E! News: “Because Sophie Turner and Joe Jonas are one of the most beautiful couples in Hollywood.”) It is almost enough to make you forget that until recently the public had lost interest in Jonas and did not care much about his personal life.
The same goes for his brothers and some bandmates Nick Jonas, 27, and Kevin Jonas, 32. The Jonas Brothers were insanely popular in the mid-years, but when they decided to take a long hiatus in 2013, they dropped the list A. Nick and Joe have both embarked on a solo career and enjoyed varying degrees of success. (You can probably still hum “Cake By the Ocean”, which Joe released with the DNCE band in 2015; Nick’s most successful single “Jealous” went to number 7 on the Billboard 100.)
Kevin, meanwhile, has mostly given up on music and focused on domestic life: he married Danielle Deleasa, a former hairdresser, in 2009. (All three brothers were notoriously wearing purity rings when they were teenagers; Kevin is the only to confirm that he waited until marriage to have sex “I could have married the day after we got engaged,” he said People after the wedding. “We would have gone mad to wait any longer.”)
It is not easy for teen idols to grow and maintain cultural relevance and for years the former Disney stars have struggled to find their point of view. Until, that is, Nick and Joe followed their older brother down the corridor.
Nick married actress Priyanka Chopra, 37, in a series of celebrations elaborated at the end of 2018, and Joe married Sophie in a shorter series of not quite elaborate celebrations last summer. Between the two wedding extravagances, the Jonas Brothers officially reunited and released their first studio album in ten years. Danielle Jonas, Chopra, Turner and Kevin’s wife all appeared in the music video for the first single of the album “Sucker”. This synergistic personal-professional approach has resulted Happiness begins debuting at number 1 on the Billboard 200, and now we are experiencing a documented renaissance of Jonas Brothers.
This recovery in career is largely due to the fact that the brothers were able to market themselves as adults, not as young Disney stars. And they did it by becoming – you guessed it – Wife Guys.
It’s a path that other millennial stars have recently followed successfully: Chance the Rapper, 26, got married in an opening ceremony last year and later released an album full of “just married dad rap”. And Justin Bieber, 25, has leveraged interest in his recent marriage to Hailey Baldwin to promote his latest album, which was released on Valentine’s Day.
Of course, the transition from the teenage idol to Wife Guy can be bristling, and not all pop stars manage to convince the audience that they really love being a husband. Former 98-degree frontman Nick Lachey took two tries to keep the image of Wife Guy: while his performance went on just Married with his first wife Jessica Simpson it was memorable, he didn’t fully evolve into a family man until he married his second wife, Vanessa Lachey (born Minillo), in 2011. (The Lacheys have booked their current concert as hosts of the dystopian Netflix reality show dating Love is blind on the apparent strength of their couple.)
And some would-be wives never find a way to make it work. Look at Justin Timberlake. So how did Jonas Brothers solve it and find relevance in 2020? Let’s discuss.
They took the tabloids on board
The seeds of the JoBros renaissance were planted in 2016 when Joe started dating Sophie. Jonas’ camp appears to have made a concerted effort to promote the relationship and paint Joe as a partner engaged in tabloids. Sources said People that Turner was “the only one” for him and that he was serious with her. “He was playing on the field, but he really likes it and is willing to settle down for her,” said a source. In October 2017, Joe and Sophie announced their engagement on Instagram and sources continued to insist that Joe was totally popular with women but also tamed again: he was, in effect, becoming a boy wife. “He was such a dater before her, but their relationship was very different from the beginning,” said one source People. “It was just that for him.”
Six months later, rumors of a possible relationship between Nick and Priyanka died out through the tabloids. In July 2018, the not-so-reserved couple got engaged and sources made family claims about how Nick was totally ready for the wedding. From People: “His friends and family have never seen him like this, and they are all really excited about him. He is definitely very serious with her.” Another source said that the age difference between Nick and Priyanka was not “a big deal” and that Nick has “always been very mature for his age” and is “an old soul”.
The stage was therefore ready: both younger Jonases were ready for marriage and a return to career.
They walked down the corridor a few times
Obviously, the most crucial step to becoming a boy wife is getting married legally. Nick ended up beating Joe on this milestone, although his relationship with Priyanka started much later. Nick and Priyanka got married in a three-day relationship and two ceremonies in Jodhpur, India, in December 2018, and hosted several receptions in the following weeks. (Many elements of the weddings were highly publicized and appeared to be sponsored in some way.) In late 2018, it was extremely clear for most people on Earth that Nick and Priyanka were officially married.
Six months later, Joe and Sophie were legally married in a Las Vegas ceremony that took place directly after the Billboard Music Awards, where the Jonas Brothers had performed. (Synergy!) Diplo streamed the event, which the couple later said was not expected. A few weeks after the Las Vegas show, Joe and Sophie celebrated a castle in France in a more formal way.
Both couples promoted their weddings to the public: Joe and Sophie shared photos on Instagram and Nick and Priyanka appeared in Rowing.
They hired their wives for their music videos
In the midst of all the wedding celebrations, The Jonas Brothers released an album and several music videos, appeared at awards and other events on the red carpet and began the tour. Their wives were duly present for almost everything. After Sophie, Priyanka and Danielle all appeared in the music video for their first single, “Sucker”, the collaboration sparked numerous titles and the band took on the women. yet for their “What a Man Gotta Do” video, which was released last month.
For their part, women seem to be doing well by using their relationships to promote music. Priyanka and Sophie, in particular, often tag each other photos with #TheJSisters, and all women regularly appear at their husbands’ concerts and tequila launches.
But they could have just done a reality show
The easiest way to show your home happiness to the world is to bring cameras to your home. Nick Lachey and Jessica Simpson did it with MTV just Married in 2002; Justin and Hailey Bieber followed suit last month with Seasons, which premiered on YouTube ahead of Justin’s album release. And – you may have forgotten it, but – Kevin Jonas did it with his wife Danielle in 2012.
It’s true: years before Nick and Joe had the bright idea of marrying famous actresses and riding commercials climbing Billboard’s charts, Kevin tried it. In 2012, he and his new wife Danielle entered into an agreement with E! to document their lives and Jonas Brothers’ (first) attempt to return. The resulting show, Married to Jonas, it was almost boringly fascinating – most of the scenes were shot in Kevin and Danielle’s empty McMansion in New Jersey – but it could have really worked if Nick and Joe had come on board.
In a documentary that the brothers released last year, Nick and Joe said they were embarrassed by the idea of a reality show at the moment, which explains why they were mostly absent during filming. But looking back now, poor Kevin had the right idea: all the Jonas Brothers had to do to mount a return was to become very Wife Guys. Apparently it took six years for Nick and Joe to come up with this realization on their own, but now everyone benefits from it.