NSYNC thrilled fans Wednesday night at the MTV Video Music Awards when they came out to present Taylor Swift with the VMA for best pop video for “Anti-Hero.” The moment would turn out to be bittersweet for fans hoping for a reunion tour from the five-member group, however; Billboard has confirmed there are no such plans.
It turns out that *NSYNC star Justin Timberlake has touring plans of his own for 2024. Billboard has confirmed that Timberlake has holds on dates at arenas in North America for a major run, with sources saying the trek will be accompanied by a new album from the singer. As they say in the business, Timberlake is going back into cycle, which means there won’t be any full-fledged *NSYNC tour any time soon.
That leaves some serious money on the table for the group’s other four members. While not a boy band, the reunion of Blink-182 earlier this year shows that fans are willing to pay big bucks for nostalgia. An arena tour could gross for the five could easily generate $2.2 million to $2.4 million per night in ticket sales — equaling a take-home of $265,000 to $290,000 per night for each member of the group (assuming the profits were split evenly). That means a full 40-city North America tour could gross upwards of $95 million. Add in merch sales and other opportunities, and it could easily be a $120 million earner.
On the bright side, if *NSYNC does decide to return to the road sometime in the future, the road map to successful boy band reunification has been charted by their contemporaries –notably New Kids on the Block, who reunited in 2008 more than 14 years after the end of the band’s Face the Music tour in 1994.
“There really wasn’t a proven runway for pop bands of any kind to reunite and feel like it was going to be a financial success,” says talent manager Jared Paul, the group’s manager and architect of its 2008 reunion and tour.
“It has to start with the music — that’s what turned the idea of ‘maybe someday’ into a reality for New Kids when some music fell into their laps that really inspired them,” explains Paul. “The real challenge though was, it was so unproven, we had to make so many decisions that we’re just betting on ourselves.”
Today, Paul runs Faculty Inc., a full-service entertainment company, tour producer and partner with Live Nation. Besides managing New Kids on the Block (who have now been reunited longer than they were broken up), Faculty Inc. also owns the touring rights for Dancing with the Stars and So You Think You Can Dance and manages the recently reunited boy band Big Time Rush.
Paul says he’s rooting for an *NYSNC reunion one day and says pulling off a boy band reunion is the ultimate moon shot — where everything has to align perfectly for there to be even a chance of success.
“You have to align your schedules, but more importantly, you have to align your creative vision,” says Paul. “You have to be willing, if you’ve gone off on your own or shifted your focus on your family, to essentially agree on your time commitment, what you are going to sing, where you’re going to tour, what you’re going to wear and, if there is new music involved, which direction the album is going to lean.”
There’s also the challenge of rebuilding the *NSYNC business, but much of that work has already been done thanks to licensing deals with merch companies like Epic Rights, which manages some of the group’s rights. That can significantly reduce the window of time it will take to reunite.
There are also murmurs that the group could reunite without Timberlake. The band has fielded offers for a four-man reunion in the past, following its appearance at Coachella in 2019. But a source with knowledge of the group’s thinking says it was never seriously considered, noting that anything short of a five-person comeback is off the table.
