Cambio, AOL’s wholesome celebrity information site that is closely aligned with the Jonas Brothers, has named CAA agent Nathan Coyle as its general manager.
Coyle’s specialty at CAA is digital content involving artists and advertisers, where Cambio intends on thriving through a combination of print content, social networking and lots of online video.
Cambio debuted in June as a partnership between AOL, brand-strategy company MGX Lab and Jonas Group, a media business founded by Kevin Jonas Sr., father of the pop band’s three famous members.
Jonas Group represents the Jonases, Jordin Sparks, Demi Lovato and others, all of whom are well represented at Cambio, though the site intends to include news and information about a variety of stars who appeal to tweens, teens and 20-somethings.
Coyle will be tasked with beefing up content at the site, which generates about 2 million unique visitors a month, according to Omniture. Some of the highlighted content on Monday included red carpet interviews from the recent Soul Surferpremiere, a Jonas Brothers trivia quiz, Lovato explaining the meaning of her new tattoo and the rebroadcast of a live chat with Jasmine V. It’s tough to click any of the seven main tabs – “news,” “shows” “shorts,” “discussions,” etc., without seeing some content featuring one or more of the Jonas Brothers.
Celebrities who have partnered with the 40-employee Cambio supply some exclusive material, like videos, interviews and photos, plus their Tweets and their scheduled TV and live appearances are listed. Musicians also get links to songs that can be purchased at Amazon.com.
Coyle, who starts his new job April 11, said he was attracted to Cambio because he backs AOL chief Tim Armstrong‘s vision of “building a wildly compelling content play.” AOL’s $315 million purchase of the Huffington Post “is another expression of his commitment” in that regard, Coyle said.
