Joe Jonas Talks Natural Branding and Spotify at New York Ad Week Appearance

D Dipasupil/Getty Images for Advertising Week New York
Joe Jonas speaks at Advertising Week New York on Sept. 26, 2016 in New York City.  

Reminiscing about the days when the Jonas Brothers “thought we killed it with 100 followers on MySpace,” Joe Jonas said he’s down with the industry’s recent transitions, from when fan engagement meant in-store autograph signings to the real-time connections streaming services and social media provide for him and his band DNCE.

The shift from physical albums to streaming “was scary for a lot of artists because we weren’t sure where the music industry was going,” he acknowledged on stage duringa an appearance at New York Advertising Week today (Sept. 27). “But to say we have songs that have been played over 200 million times is pretty unreal. We figured out that it’s not scary, it’s actually exciting because you can find ways to connect with your audience.”

Speaking with Spotify global head of artist services Mark Williamson, Jonas said the band used automated feedback from the service to help determine song selections for DNCE’s self-titled debut album, which drops Nov. 18. First single “Body Moves” is out this Friday (Sept. 30), and a world tour is in the works for next year.

Williamson shared some Spotify DNCE stats with Jonas, some of which the artist guessed -- Mexico City has the band’s most fans on the service -- and some Jonas found surprising, like that the band’s female-male fan base on Spotify is 57:43. To which Jonas, who’d guessed 80:20, quipped, “Wow, thanks guys.”

He also digs the breakdown of which songs are getting play in specific locales around the globe. “Those tools are useful for us. We just got back from touring Mexico and we have a song, 'Jinx,' and they know every word. It’s massive in Mexico.”

Jonas, who says he’s a big fan of "the Gram" as well as Twitter and Facebook, said he focuses more on “real connections” and humor than on traditional advertising. “I don’t do as much advertising on my Instagram, unless I find a brand I really connect with,” he said, citing the campaign with Uber where he got behind the wheel and drove customers around LA with a hidden camera. 

For brands looking to connect with consumers via artist relationships, he suggested “finding ways for artists to talk about the product where it doesn’t feel staged. You look at some artists and you can tell it’s an ad. There are ways it can be comfortable for the artist that make sense for your brand.” If that jibes, the campaign “will live beyond" just a tweet.

Jonas said he had an idea for forming his own band while he was still a Jo Bros “but the time never seemed right,” and is thankful “we’ve come to a place where you can re-create yourself in the music industry.”


Plus: DNCE on Their Personal Style & What They Could Have Been Called at iHeartRadio Music Festival


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