Post-pandemic album cycles for A-list pop acts have often been accompanied by major, career-high concert announcements. Bad Bunny’s all-stadium World’s Hottest Tour preceded the release of Un Verano Sin Ti, Taylor Swift’s Midnights was followed by The Eras Tour, and Morgan Wallen’s One Thing at a Time is being supported by his first run in stadiums. For the Jonas Brothers, similar announcements would trickle out. But before going big, they went intimate.
In March, Joe, Kevin & Nick Jonas put on five shows at Broadway’s Marquis Theatre, recently the home to stage musicals Beetlejuice, Tootsie and Evita. Located on 46th Street between 7th and 8th Avenues in Manhattan, the Jonas Brothers took on Broadway with a series of (relatively) small shows that set the stage for the year ahead.
Titled Jonas Brothers on Broadway = 5 Albums 5 Nights, the band played its entire discography dating back to 2007, one album at a time: Jonas Brothers on the 14th, A Little Bit Longer on the 15th, Lines, Vines and Trying Times on the 16th, Happiness Begins on the 17th, and this year’s as-yet-unreleased The Album on the 18th.
Speaking to Billboard, Brad Wavra (SVP Global Touring, Live Nation) commented, “The Jonas Brothers’ Broadway shows were all about doing something unique and special for their fans. The intimate setting combined with the format of celebrating five albums over five nights was meant to bring fans along on the band’s personal journey from day one all the way into their new upcoming album.”
According to figures reported to Billboard Boxscore, the Jonas Brothers grossed $1.6 million and sold 7,291 tickets over these five consecutive shows.
Scaling for the week of shows was relatively consistent, ranging from 1,387 tickets on the final night to 1,500 on the 16th. Accordingly, grosses barely budged, from $298,000 to $322,000. Tickets were priced between $299 and $89, averaging out at $213.
Having toured arenas and amphitheaters for the last 15 years, the Marquis Theatre is the smallest venue the Jonas Brothers have played since 2008, dating back to a sold-out underplay at London’s Carling Academy Islington (591 tickets, now known as the O2 Academy). To further illustrate the Broadway run’s rare intimacy, it’s the first reported engagement at the venue in Boxscore history.
Since the Jonas Brothers’ 2019 reunion, the band’s New York presence has been spread between Madison Square Garden, Barclays Center, the Prudential Center (Newark, N.J.) and Northwell Health at Jones Beach Theater (Wantagh, N.Y.). Those five shows (there were two at MSG) averaged $2.2 million and close to 15,000 tickets.
But the Marquis Theatre shows don’t represent a step down from historical business. Since their Broadway concerts, the JoBros announced a two-night stay at Yankee Stadium, marking the biggest area play of the band’s career. “The momentum is only going to build from here with their stadium shows coming in August, and with what more lies ahead for 2023,” says Wavra.
Throughout their history in arenas and amphitheaters, the Jonas Brothers have dipped their toes in the stadium circuit. Most recently, they played one show at Boston’s Fenway Park (Oct. 1, 2021) and two at Hersheypark Stadium in Hershey, Penn. (Aug. 31, 2019 and Sept. 24, 2021). Those shows peaked at 31,000 in attendance and $2.6 million, leaving room to grow for Yankee Stadium’s 45,000 capacity.
Since the group’s earliest Boxscore reports in 2006, the Jonas Brothers have grossed $326.8 million and sold 4.5 million tickets across 359 shows. With three secret-location shows later this month in Los Angeles (April 25), Dallas-Fort Worth (April 26) and Baltimore (April 28), plus the Aug. 12-13 New York dates, those numbers will continue to grow in 2023.
