The late 90’s to the early-mid 2000s was the time period when boy bands were at their prime.
From watching music video premieres on Total Request Live (TRL), to decking out bedroom walls with magazine pullout posters, to taking low quality videos with a flip phone at a concert, millennials tend to feel warm and fuzzy inside when basking in these memories.
Millennials have a strong appreciation for this time period in their lives and many would say that old music they grew up with still ranks high in their hearts.
The Jonas Brothers Phenomenon
The Jonas Brothers were widely popular in the 2000’s, launching their music career in 2006 with their debut album, It’s About Time.
After signing with Hollywood Records in 2007, they went on to produce more music in correlation with Disney. During their musical career as a group, they released a total of 4 studio albums.
They also starred in the hit Disney Channel Original Movie Camp Rock, followed by the sequel, Camp Rock 2: The Final Jam. To this day, Camp Rock is ranked number 3 on the list of highest-rated Disney Channel Original Movies of all time.
During their Disney days, they even launched a television series called Jonas (later titled Jonas LA).
This left loyal fans devastated, for the end of a special and meaningful era had come to a close. Their favorite boyband had transformed into just a distant memory.
The Return of the Jonas Brothers
They stirred up nostalgia by jamming out to several of their old hits on Corden’s popular segment Carpool Karaoke. In addition to singing in the car to Sucker, they rocked out to some of their classics, including Burnin’ Up, Year 3000, When You Look Me In The Eyes, and Lovebug. This was the first time in 6 years that the Jonas Brothers sang these hits, so it was a monumental moment for longtime fans.
In another segment, they appeared on stage with wigs of their old, memorable haircuts and parodied their legendary hit, Year 3000. The audience even began singing the original lyrics to Year 3000 before they realized it was a parody. This was a fun and surprising twist on the well-known song.
Stirring up Nostalgic Feelings
An official tour has yet to be announced; however, they recently starting performing pop-up concerts. Aside from singing Sucker and their second new single, Cool, they stirred up even more nostalgia by performing a variety of their old hit songs live.
The crowd singing along to fly with me gave me the absolute chills, so much love for the jonas brothers. Feels just like old times ❤️❤️❤️ @jonasbrothers #JonasBrothersATL #JonasBrothers @joejonas @nickjonas @kevinjonas https://t.co/Ae6QjNoO7I
When the Jonas Brothers made their return, the reactions of their longtime fans were priceless, reflecting that the nostalgia and pure bliss is real.
Mood since the Jonas Brothers came back
Wtf we are all gonna be 20-30 at a Jonas Brothers concert and I couldn’t be more excited. #jonasbrothers #old https://t.co/nvi0oxyv7j
Why Nostalgia Works
Millennials are constantly engaging with social media posts that involve memories and mentions of anything related to the time period they grew up in.
There are a multitude of reasons why millennials enjoy this type of content.
Music, culture, fashion, and products are all vastly different now than they were in the 90’s and early 2000’s. While many millennials are quick to adapt to today’s ever-changing society, they still have a soft spot for “the old days” and enjoy the feelings of nostalgia when they see these types of social posts.
From a psychological standpoint, nostalgia isn’t necessarily about remembering a specific moment in time, but more so reminiscing on an emotional state. Therefore, any posts or news about something related to the 90’s and 2000’s sparks a strong emotional response from millennials.
This age group is constantly looking for something real that they can connect with, which is why nostalgia most often captures their attention.
Millennials are also a key audience for marketers because not only are they larger than any other demographic in the country, but they are also one of the main audiences that span across all social platforms.
About the Author
Laura Wigodner is the Content Marketing Manager for Nex Gen Dynamics. Her lifestyle articles have been featured on Elite Daily, Medium, and Thought Catalog to name a few. She also writes professionally on Content Marketing, Social Media, Branding, and more. A Bradley University Alum with a B.A. in Communications and Creative Writing, Laura loves writing poetry and watching YouTube videos. You can find the Swiftie/Jonas fangirl on Twitter and Instagram, as well as anywhere there is coffee because that is her lifeline.