The Jonas Brothers took to world by storm when we were children in the late 2000’s, and now they are back to rock our world once again. On February 28, 2019, they announced their reunion, and on March 1, 2019, the Jonas Brothers released their single, “Sucker” after a six year hiatus. We thought 2013 was the last time we would see our favorite brothers, but after a few sudden Instagram and twitter posts, we prepared ourselves for their return. They quickly hit the top charts, reaching #1 on the Hot 100 Billboard. Not only was their song a banger, their music video was unique and unexpected, pulling us closer to our computer screens.
The elegance of the castle and the costumes contrasts with the pop, upbeat feel of the song. But I feel like there is a connection. In the ages where elaborate dinners and large ball gowns were in, there was an emphasis on showing off and giving importance to women. Their spouses are the center of their attention, the brothers singing these endearing lyrics to them for the whole video. Sucker seems to have been inspired by the fact that the three Jonas Brothers have grown up, and now have wives/fiancees. A popular comment from the video was about the brothers including their significant others, someone writing, “lol I love they added their significant others!” The inclusion of their beautiful, powerful spouses adds emphasis to the meaning of the lyrics “I’m a sucker for you”. Each of the spouses personality was shown through choreography, outfits, and even hair styles, adding to the personal effect that they wished to convey.
The video has a mix of old and new, antique and modern. The castle with the long driveway, the butlers, the elaborate dresses and the large dinner party with dozens of guests is a flash of the past, but they twist it to include a more modern vibe, with smaller details such as the colors and contemporary lyrics to add a 21st century feel. The outfits were bright and flashy, symbolizing their stunning return, but also shows how fashion has developed over the centuries, from monotone colors to bright pinks and sequins, but also referencing current fashion trends sported by other celebrities. For example, Kevin Jonas is seen wearing a psychedelic patterned shirt, a reference to one that Beyonce wore on a day out
This music video was everything good and new, and everything we could have hoped for. The technology used was mostly cameras and lighting, using aerial cameras to capture the mansion and its gardens in its entirety. Another effect of this music video was to be confused about the time period: is this a flashback or just a really ornate costume party? Surprisingly, most of the reactions and comments were positive, people stating, “who else is watching this video continuously cause its just awesome.” Everyone was so excited about their return, there was little room for negativity. Most people were just so shocked that they were back together that every other comment was “omg” or “I love them”. Audience reaction was exactly what the Jonas Brothers were hoping for, the video already at 106 million views.
YAS! For one I am such a huge fan of the return of everyone’s OG 2000s Boy Band. So off the bat, I already like your blog post. You had a very grabbing title which made me want to read more, and you had a very casual and approachable writing tone which I also really enjoyed. You provided a lot of great insight and ideas that I didn’t think of before (like the comparison between this videos setting and like 18th century ballroom events), I think you can do more of this–get more specific and isolate a specific moment or two and really go in depth about its significance to the video as a whole. Overall this was a really great blog post! My only other suggestion would be attaching the music video earlier in the post, so the reader doesn’t have to scroll up and down a bunch while reading.
Oh wow! I totally forgot about the Jbros for so long until you wrote this blog post! I really love how you explored the planning that went into making their comeback so viral (ex: the strategic planning of the dates in which information was released). I also loved how you analyzed the choices of scenery and costume that the set designers chose to incorporate. I found it very interesting how they chose the antique castles and the modern hip clothing that really juxtapose each other. NICE WORK!
-Jarrett