- Joe Jonas co-wrote and recorded "The Cozy Anthem", a country-inspired original track built on Hay Day's iconic game theme, marking his first solo release since his 2025 album Music for People Who Believe in Love.
- The song dropped June 16, 2026, and plays across every farm in Hay Day, kicking off a two-week virtual music festival (June 16–30) headlined by Jonas and featuring emerging digital-first artists as supporting acts.
- Players can collect floating in-game music notes tied to global community milestones, unlocking 13 limited note-themed decorations, plus a permanent Cozy Jukebox collectible that keeps the anthem playing long after the event ends.
- From June 18–30, fans can remix "The Cozy Anthem" via a custom web experience and share their creations on TikTok, turning the campaign into a community-driven, social-first music activation.
Joe Jonas has teamed up with mobile farming game Hay Day, developed by Finnish studio Supercell, to release “The Cozy Anthem”, an original country-flavored track inspired by the game’s beloved theme song.
Co-written with longtime collaborator Paris Carney, the song is Jonas’ first solo release since his 2025 album Music for People Who Believe in Love, and it’s now live across every farm in the game.
The partnership launches a two-week virtual music festival, running June 16–30, headlined by Jonas alongside emerging digital-first artists.
Players collect in-game music notes to unlock 13 note-themed decorations and earn a permanent Cozy Jukebox keepsake. From June 18, fans can remix the anthem in-game and post their versions on TikTok.
On the brand side, this is Hay Day’s biggest music push yet. Supercell has been aggressively expanding celebrity tie-ins across its portfolio: Gordon Ramsay became a Hay Day in-game character in January 2025, while Erling Haaland starred in a Clash of Clans campaign.
Gaming collabs with music artists are clearly gaining momentum, as seen when aespa starred in PUBG Mobile’s global gaming campaign earlier this year.
For Jonas, this adds to an active endorsement run, he fronted Scotch & Soda’s Spring/Summer 2025 campaign and co-hosted Aperol’s surprise Coachella Day Club activation in April 2026.
The Jonas Brothers are also mid-way through their Jonas20: Greetings from Your Hometown Tour, a 90-date North American and South American run celebrating the band’s 20th anniversary.
It’s also worth noting that brand campaigns are becoming a clear Jonas family lane, Nick Jonas recently teamed up with Schick for a new campaign, making the brothers one of the most brand-active acts in pop today.
Takeaways
This deal is more than a catchy song drop, it signals where celebrity-brand partnerships in gaming are heading.
Hay Day didn’t just hire Jonas to lend his name to an ad. They commissioned an original track built on the game’s DNA, handed players creative tools to remix it, and tied community milestones to the whole campaign. That’s a full music ecosystem within a mobile game, and it works because it matches Jonas’ current solo momentum with Hay Day’s massive, loyal player base.
For Supercell, this is a leveling-up from character cameos (Ramsay, Haaland) to fully integrated music experiences. And for Jonas, it’s a smart activation that puts his solo music in front of millions of mobile gamers globally, a demographic that traditional radio or streaming alone might not reach efficiently.
The TikTok remix component is the real wildcard here. If it catches fire, this campaign could generate far more organic reach than the paid placement alone. Watch this one closely.
Does building an original song around a game’s existing theme make for a stronger brand partnership than a simple celebrity cameo, and why might that model spread?
With both Jonas brothers now actively signing brand deals solo, is the Jonas Brothers brand about to evolve into individual, distinct commercial identities? Joe Jonas is mid-tour, post-solo album, and actively stacking endorsements, what does this level of brand activity signal about where his career focus lies right now?
