Cambio aimed at teen, tween audiences

Cambio, a teen and tween-targeted website mounted by partners AOL and the Jonas Group, launches today with a full menu of teen-friendly content.

Site is designed by New York-based MGX Lab, a partner that has previously been involved with the Jonas Group’s digital platforms and digital marketing. Jonas Group is the familial management firm that handles the Jonas Brothers.

While the ad-supported site is initially heavy on content featuring the Jonas Group’s musical acts — the Jonas siblings, Demi Lovato and the Wonder Girls — Cambio is ultimately envisioned as a broad-based entertainment and lifestyle entity.

New endeavor grew out of discussions about interactive media between the Jonas Group, whose online strategies have been key in rise of the Jonas siblings, and AOL chairman and CEO Tim Armstrong.

“We have tons of content in development, reality and scripted. We’re treating it less like an online portal and more like a network focused on teens and young adults,” said Jonas Group co-founder Kevin Jonas Sr.

Since its soft launch in mid-June, Cambio’s daily show “Cambio Connect,” hosted by ex-MTV host Quddus, has featured acts as diverse as ’80s teen pop star Deborah Gibson, neo-soul singer Mayer Hawthorne, Warped Tour act We the Kings, viral sensation Christina Perri and steel guitarist Robert Randolph.

Planned offerings look well beyond music. Content will include “Cambio Style,” which will have a tie-in with JCPenney, a fashion skein featuring the Jonases’ stylist Michelle Tomaszewski and hair and makeup artist Marissa Machado; “Cambio Goes Home,” kicking off in August with “Glee” star Matthew Morrison’s visit to his alma mater, the Orange County High School of the Arts; and a social-responsibility themed series, “Cambio Cares.”

Sports — already tapped in the current “Road Dogs” series focusing on the Jonases’ softball team — will also be part of the programming mix. Live chats commenced during the site’s soft launch; a chat with the cast of the Jonas Brothers vehicle “Camp Rock 2” aired July 22.

User interactivity underscores all of Cambio’s offerings, with the ability to manage favorites and share of content via social networking.

Jonas says, “The kids today don’t see boundaries. Teens and young adults don’t live with the same restrictions that most of us grew up with. That’s why music sales suffer. That’s why we have the changes we do in entertainment. We are not fighting that distribution — instead we’re embracing it and encouraging it.”

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