The Jonas Brothers are hosting their own virtual concert this winter, and you get to help run the show.
Fans will get a front-row seat with a backstage experience during the concert on Dec. 3. They can vote on the setlist by dropping suggestions in real-time via the comments section, where custom hashtags come to life and trigger visual effects on their screens. Online concertgoers can also select their favorite camera angles and unlock digital keepsakes from the show to share on social media to personalize the experience.
The JoBros will perform under Lenovo’s Yoga brand and Intel Evo platform’s brand-new For All Creators immersive, interactive program. Universal Music Group & Brands (UMGB), the brands partnership division of Universal Music Group, created the initiative.
“We always say this but we truly have the best fans and we’ve been looking out for opportunities to get them creatively involved,” the Jonas Brothers tell Billboard in an exclusive statement. “The Lenovo partnership is a way for us to work with them on a new level, as they will have direct input into an upcoming immersive experience — from helping design merchandise to curating our setlist. With artist’s tours currently on hold, we are looking forward to getting back together to perform and providing a little extra happiness during the holiday season.”
But before fans help direct the show of their dreams, Lenovo and Intel Evo are calling on creators to submit original artwork that could be selected as the official designs for the limited-edition poster, concert visuals and merch as part of the Lenovo Yoga Creators Contest that runs until Nov. 6. Winners will be notified on Nov. 12, and their custom merch items will be available for purchase before and during the concert, with all proceeds benefiting the band’s chosen charity Feeding America.
“In today’s mobile environment where the lines between work and play are increasingly blurred, technology is critical for maintaining efficiency and productivity, but it also inspires and heightens our creativity,” Matthew Zielinski, president of Lenovo North America, said in a press statement. “For All Creators and Lenovo’s partnership with the Jonas Brothers is a natural fit for the Yoga line. Creatives from every level, whether a globally recognized artist to an emerging designer, understand the importance of having the right technology tools to fuel their passion.”
Winners whose concert visuals were selected to be a part of the virtual concert will be gifted a Lenovo Yoga laptop autographed by the JoBros themselves to watch their creations come to life. But that’s not all: A select group of winners and other contest participants will get the chance to video chat with Kevin, Nick and Joe Jonas before the show.
“During these extraordinary times, the opportunity to strategize and partner with Lenovo has been both motivating and exciting,” LJ Gutierrez, general manager of brand partnerships at UMGB, said in a statement. “The music industry is constantly evolving, and we are proud to create an experience with Lenovo that gives fans the opportunity to interact and connect with the Jonas Brothers.”