http://www.independent.ie/lifestyle/brand-jedward-behind-those-smiles-ndash-the-deadly-serious-drive-thats-earning-the-twins-millions-2634061.html
Brand Jedward: Behind those smiles – the deadly serious drive that's earning the twins millions
Saturday April 30 2011
By rock'n'roll standards, Westlife after- show parties are pretty tame affairs. But for two young men hoping to emulate, if not eclipse, the band's success, one such party in London in March was still all too much.
The Westlife lads were chilling out with their entourage having just completed one of three London dates on their current Gravity Tour. In London at the time were 19-yea-old twins John and Edward Grimes, whose manager Louis Walsh also manages Westlife.
The Grimes boys turned up at the party and, having said their hellos, insisted on leaving. Because the Grimes not only don't drink, they're not comfortable around people who are drinking.
It's certainly unusual for a couple of Irish lads to be quite so fastidious about alcohol but it goes some way to explaining why Jedward, as they are better known, made an estimared €3.2m in the last year.
The blue-eyed, blonde twins who will represent Ireland at Eurovision in Dusseldorf in May are a marketing man's dream. Teen stars who don't drink, don't smoke, don't throw tantrums and are unstintingly sweet to their legions of fans while working round the clock, seven days a week.
A typical day recently saw them up at 5am for an early morning interview at the GMTV studios in London. Afterwards they did a series of radio interviews before catching a flight to Dublin and travelling on to Cork to begin production rehearsals for their latest tour.
Their last full days off were Christmas Eve and Christmas Day, which they spent at their mother's house in Lucan.
Since then, it's been a non-stop schedule of interviews, personal appearances, photo-shoots in Ireland and the UK and, more recently, a tour of sold-out Irish concerts.
According to those who have to deal with them, through it all they are bright-eyed, charming, energetic and entirely focused on the job. In fact, in the somewhat catty world of Irish show business, it's flat out impossible to find anyone with a bad word to say about them.
Lili Forberg photographed them for a spread in the latest issue of VIP, where they pay homage to former Eurovision acts.
They pose as Michael Flatley in Riverdance; Bjorn and Benny from ABBA and Paul Harrington and Charlie McGettigan singing their 1994 winner 'Rock n' Roll kids'.
"It was a full-day shoot and they were really brilliant," says Forberg. "What was really important to them was to get all the shots right. They didn't mess around. They took everything really seriously."
For all their zany antics in front of the cameras, it's this kind of focus that has made Jedward such a bankable commodity in the lucrative world of brand marketing.
One of their biggest sponsorship deals recently was with the car-maker Hyundai, which is using their Eurovision song 'Lipstick' in an advert that features Hollywood A-lister Leonardo DiCaprio. The deal is worth an estimated £500,000 (€590,000).
They've promoted the iconic '80s brand Shake 'n' Vac; the confectionery brand Rowntree Randoms; the UK-based websites Travel Supermarket and Money Supermarket; the children's cereal Coco Pops; and the drink Britvic.
"They've a really good reputation with the people they work for," says Liam McKenna, the twin's tour manager since their days on The X Factor.
Their squeaky-clean living image isn't faked, he says, which makes them ideal for any product aimed at kids or families. "They generally don't go to showbiz parties. They've no problem getting up in the morning. They don't talk about people," he says.
Their favourite foods are sushi, chicken with steamed vegetables and, lately, dried mango. They drink lots of water. If they have a vice at all, it appears to be a penchant for cans of processed peas.
Music promoter Caroline Downey, who is mentoring them for the Eurovision, admits she was a little non-plussed at the idea of meeting Jedward initially, having found them a bit too "cheeky" when she saw them on The X Factor. But she found them "respectful, lovely and kind".
She, too, talks about their non-stop work schedule. "They're TV gold. They turn down a lot of stuff. And they're always in a good mood. If I'm in a bad mood they put me in a good mood," she says.
As for their chance of success at the Eurovision, she's optimistic. "They're young, exciting and something different. But it's hard to predict."
Some 15.8 million people tuned in to watch Jedward at the peak of their popularity on The X Factor, five million more than watched at the same stage the previous year.
The Eurovision has an estimated viewership of 125 million. If they can recreate even a small percentage of the buzz they created on The X Factor, it hardly matters whether Jedward actually win. They'll have gotten face-time in a giant new sponsorship market.
It's unlikely to stop there. They will feature in the influential US magazine Time in May. If they were to be successful in the Eurovision, it's possible they will asked to perform for US President Barack Obama when he visits that same month.
Of course, a real boon for Jedward's Eurovision campaign would be if some notable decided to criticise them. Nothing makes Jedward shine brighter than the boorish begrudgery of those who think they know what it takes (or should take) to make it big these days.
X Factor Svengali Simon Cowell kicked off their X Factor bid by calling them "not very good and incredibly annoying", immediately making them the underdogs.
A short while later, then British Prime Minister Gordon Brown agreed that they were "not very good" in response to then Conservative leader David Cameron's admission that Jedward had him glued to his seat during The X Factor. It was the middle of the British general election campaign and Brown was forced to back-track. If they weren't good at singing "they are good at other things", he said.
That's the problem with -- or perhaps the great strength of -- Jedward: criticising them is akin to kicking a small kid. Their legions of supporters find them adorable and boring worthies who criticise them simply come across as bullies.
The ability of the twins to rise above the meanness of others is now an innate part of the Jedward story.
On a YouTube clip of them performing in a talent contest while still at school, the boos and laughs of other young boys are clearly audible.
"Fair play to those two lads for getting up there and giving it their all in spite of those eejits down the back!," comments one fan.
"Who's laughing now that John and Ed are millionaires?" writes another.
While fans rush to their defence, the Jedward lads pointedly never whine or hit back. In the VIP interview they are asked about their experience of being bullied at school.
"You realise that people are trying to impact on your life, but it's just language. . . We have realised that everyone is just living and we are all like apes," Edward responds, somewhat cryptically.
"They're very good at changing the subject if they don't want to talk about something," points out the magazine's editor Elaine Prendeville, who interviewed them for the piece.
That same skill was evident in their recent appearance on Vincent Browne's TV3 show when they were asked about reports that John had a throat problem. They breezed over the question with a great deal more aplomb than a government minister in the line of fire.
Is it all an act? Those who deal with them on a regular basis say that while they might ham it up for the cameras, they are basically the same off-camera.
So strong is their desire to be famous it appears they genuinely have merged their personalities into the Jedward persona. They are, as their official biographer Jennifer O'Brien points out, part of that new generation raised on Nickelodeon, the first TV channel that targeted school-kids. Branding is almost part of their DNA.
Fans lap it up, sponsors throw money at them -- and the rest of us wait to see quite how far Jedward's star will go.
- Carissa Casey