Ex-boy band member Kevin Jonas made an appearance yesterday afternoon at Mobile Growth Summit 2016 ... not to perform, but to talk about marketing.

Since exiting the music scene, Jonas has been heading up The Blu Market, a company designed to help influencers increase their social media app installs and engagement. The eldest Jonas says he always oversaw the business side while he was in the band with brothers, Joe and Nick.

“I always looked at the Jonas Brothers like a startup [of 16 employees],” Jonas said.

The band broke up in 2013. But according to a conference organizer, women still followed Jonas — now a husband and father — when he arrived at the previous night’s party. One woman said she would curl her hair for him, the organizer said. 

Credit that kind of following to the power of successful marketing ... and maybe the residual power of appearing on People magazine's list of the Sexiest Men Alive in 2008.

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Kevin Jonas
Jonas, 28, talked about his experience with the Jonas Brothers, a pop rock band created by the youngest brother Nick. He also discussed the challange of  balancing saying "no" while innundated with offers from companies to push their products. He would focus more on one-on-one engagement with fans, experimenting with platforms like Snapchat.

While scaling is important in mobile growth and engagement, applying the right metrics also matter, Jonas suggested.

And just to demonstrate live the power of influencer marketing, after someone from the audience asked a question about followers, Jonas tweeted this:

Hundreds of likes and retweets poured in within seconds.

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