August 19, 2009
Disney Channel Stars: A Phenomenon
So many people have the same questions: why are the Jonas Brothers and Miley Cyrus famous? What qualities make them superstars? Can they sing? Can they dance? Are they good looking? What, exactly, is so great about them?
I don’t have an answer to most of those questions, actually. But, the answer is in the wonders of Disney’s marketing. If Disney wants someone to be globally famous, it will happen.
Between Miley Cyrus (”It’s Miley!“) and the Jonas Brothers, Miley came on the scene first. She began working on the Disney Channel show, Hannah Montana, when she was 12. The success of the show introduced Cyrus into superstardom. Disney has made her their go-to girl for any project with a lead that even remotely resembles her description. She has released CDs, a movie (Hannah Montana: The Movie), and has several new Disney projects set up for her. Because she is Disney’s “it” girl, she is famous and successful. It’s that simple.
The same thing goes for the Jonas Brothers. They made their television debut on Hannah Montana and have not stopped performing and working with Disney ever since. They recorded a cover (and made a music video) of “Poor Unfortunate Souls” for the special-edition release of The Little Mermaid soundtrack. From there, they recorded and released their own albums which were widely spread on Disney’s radio channel, Radio Disney.
I don’t know if you have ever seen Jonas Brothers’ fans, but they are crazy over the boy band. They can’t seem to get enough of them. Sure, I do appreciate that they write a lot of their own music. It’s the same reason why I prefer Taylor Swift over a lot of other singers her age (because she literally writes everything she records). It shows that they do care about the industry. But little girls and tweens won’t care about any of that stuff. Disney marketers are geniuses. Seriously.
Take a look at the High School Musical franchise, too. Zac Efron shot up to a Hollywood A-lister in no time at all. He is now one of the biggest stars in the country and is getting dream roles because of High School Musical and its two sequels. Disney even managed to make what was a tv-movie franchise into a blockbuster hit by releasing High School Musical 3: Senior Year in theaters instead of on the Disney Channel. The film ended up making nearly $100 million in theaters. I’d say the transition from the small screen to the silver screen was successful.
These Disney stars are quite a phenomenon. They come from nowhere and in no time flat they reach global superstardom. It doesn’t particularly matter if they are talented (though, admittedly, some of them are). Kids will flock to what’s popular, and right now, Miley Cyrus and the Jonas Brothers are what’s popular.
Posted by Shaane at 9:21 am