Key Takeaways

• Success Story: Nelson twins rose to fame with their debut single in 1990.
• Family Legacy: Their background includes notable entertainers like Ricky Nelson.
• Memoir Release: The twins share their journey in the memoir “What Happened to Your Hair?”
• Unexpected Fame: A planned appearance turned into a chaotic event, highlighting their sudden popularity.

Nelson burst onto the music scene in May 1990 when debut single “(Can’t Live Without Your) Love & Affection” charged onto the Billboard Hot 100, reaching the summit weeks later on the July 7-dated chart. The band — led by twins Matthew and Gunnar Nelson — saw its star continue to climb when its first studio album, After the Rain, arrived a month later, peaking at No. 17 on the Billboard 200 and reaching double-Platinum status by July 1998.

It was a quick transition from unknowns to widespread fame for the duo known for their long, platinum locks and notable family history in entertainment. (Their grandparents are performers Ozzie and Harriet Nelson; dad is late singer Ricky Nelson, known for Hot 100 hits such as “Travelin’ Man” and “Poor Little Fool”; sister Tracy Nelson is an actress; and their uncle is actor Mark Harmon.) But the duo’s popularity proved to be fleeting — sophomore album Because They Can arrived in 1995, but did not chart.

Now, 35 years after the immense success of their debut album, the Nelson twins are ready to tell their story in their new memoir, What Happened to Your Hair?, which arrives Dec. 16 via Permuted Press and Simon & Schuster.

In an exclusive excerpt shared with Billboard, Matthew details from his point of view a planned in-store appearance at Los Angeles’ Sherman Oaks Galleria, where the band expected few people. Instead, thousands showed up, resulting in a riot that led police to shut down the event. (Excerpted from What Happened to Your Hair? by Matthew and Gunnar Nelson © 2025 and reprinted by permission of Permuted Press.)

“The story about the pandemonium at the Sherman Oaks Galleria is important to us because it was our very first indication that our world had shifted overnight in an epic way, and that Nelson wasn’t just going to be successful — it was going to be a phenomenon,” Gunnar tells Billboard of including that moment and its aftermath in the new memoir. “Every aspiring musician dreams of that kind of fandom that they saw in movies like Hard Day’s Night while they’re paying their dues on their way up.

“It’s that sort of fabled payoff that keeps them going through all of the doubt, poverty and setbacks they’ll have to overcome as they put in their 10,000 hours. They keep visions of such things in their bag of power while working their way up in an endless parade of dive clubs, playing to scores of empty rooms,” he continues. “We were no different. Throughout all of those years of making our bones in the L.A. nightclubs from the time we were 12, we dreamed that one day, thousands and thousands of girls would be screaming our names in unison like a jet engine. Only in our case, it actually happened.”

“What blew our minds though was the fact that we were the exact same people we were just a week earlier … when we went to that very same mall to buy underwear for our trip to New York City to guest VJ on MTV. Just a few days earlier, we might as well have been invisible,” Gunnar marvels. “And now the LAPD was having to shut the mall down because the girls were starting to stampede. It was surreal. And it was FANTASTIC. Isn’t it amazing what a little TV exposure can do?”

Read Billboard‘s excerpt from What Happened to Your Hair? below.

Gun grabbed the store’s crappy announcement microphone, and we both tried to calm down the audience. It worked for a second. We thanked them for being there, and between the screams we played them a little bit of our first single on the acoustic guitar held up to one microphone over the PA in the record store. Big mistake. When we were done, the entire place exploded. Every girl there started pushing forward toward the store’s entrance at that moment.

The guys in the band started to look scared. Gunnar was smiling, although looking in his eyes I saw a new look that I would see a lot for another year and a half and through a breakdown or three, and I had a small but foreboding feeling that deep down he was terrified too. I was amazed that there were so many people there to see us because of what they saw on television just that week. I’d remembered being at that very same mall two weeks earlier and being completely overlooked by everybody, including salespeople, when I went to buy socks and underwear. That’s when I was an unknown soldier of rock: unhailed and disposable. A few days later—and I’m a bona fide rock god and one-half of the most famous twin brothers in the world.

Overnight, the world wanted its piece of us and wanted it now. Somehow, I didn’t forget I was the exact same guy as I was two weeks ago. After what I’d been through in my life—what we’d been through, and the ups and downs I’d seen my pop go through—I refused to abandon my “remember thou art mortal” emotional compass…even with every chick in the Valley in front of me wanting to devour me. I thank God for that inner compass as it kept me balanced and (mostly) sane in the years to come, through our success and especially through its demise. The music business, as we lived it, was absolutely not for the faint of heart. It’ll kill you. Ask our dad, the late great Ricky Nelson. The greatest lesson from him I ever learned was instilled by personally witnessing his ups and downs in “the biz.” The hard truth that fame is not love. Pop’s life taught me that fame is a whore—she loves you and makes you feel like a stud until the moment you stop paying her price. Then she’s gone, as if she’d never met you. I watched my dad’s fame rise and fall many times before the business killed him in a plane crash 2,000 miles away from his family one horrible New Year’s Eve. Still, Gunnar and I chose to do the same thing our dad did. Are we insane? Yeah—probably. But the difference (we told ourselves) was we had each other to keep us alive and keep us real through it all. We had sworn an oath after Pop’s accident we would never let happen to us what happened to him. The biz wouldn’t get us. Then we soldiered on.

In hindsight, I think in some ways I was more prepared emotionally to deal with instant fame than Gunnar was, at least initially. My emotional breakdown happened years later long after the dust had settled and hope had finally abandoned me. How we each handled superstardom as Nelson— from zeroes to heroes and back again—revealed and solidified our personalities and our symbiotic roles in each other’s journey. To outside spectators I was promoted as the “sensitive twin,” Gunnar as self-proclaimed “shameless one.” True duality. To fans I was apparently candy-coated; Gunnar was bulletproof. In reality (and I think only really known between us), the opposite was true when we initially became really famous and the lights went down and cameras shut off. Unseen cracks in emotional armor eventually became a real problem when inevitable backlash from haters happened shortly thereafter. Gunnar could let things really get to him—much more than me—and I was truly concerned about him.

At first, life was a blur of activity, and we were unflappable. We were so amazingly busy when “Love and Affection” hit number one. For three months we couldn’t breathe, let alone worry about backlash. I was always quicker to say “f–k ’em” and move on than Gun when we first caught fame wave. Gunnar was more sensitive than anyone knew save me. He wore hero suit very well; he was unquestionably champion. Gunnar goes all-in but an idiot A&R executive or jealous hater could really mess him up. Riding aforementioned wave with my brother, I saw rock star’s ego can be shaken from mighty height by single middle finger hovering above sea of 10,000 raving fans—true story! You do get what you focus on! Don’t get me wrong! Gunnar has strength courage all that comes with it but underneath it all believe there is little kid who needs embrace “I love you” just little more than my little kid does! Fame was trigger! I’ve always felt he broken inside by our mom when he baby! That woman really did number on both us (I’m sure you know by now), but Gun always more sensitive things cut deeper! I fought for him when he hurt; he fought for me return!

That’s why God brought us together! When it really comes down it—we are there back each other up! We need each other! We can count each other! The man upstairs made sure each had spare!

That day with thousands girls screaming for us—I knew we were for it! We were gonna need protect each other more than ever or would be deep trouble! Remember there is huge difference between fame love!

I could see Gunnar’s eyes moment at Galleria this huge wall love! Yeah wow awesome Bravo! Almost seventy-five percent felt overwhelming rush too! But somehow inside also knew just fame disguised love! It beautiful lie! As happy as moment—I little bit irritated knowing our “instant” success Pavlovian illusion! Remaining twenty-five percent thought we special-of-the-day meat corporate greed sandwich! That jaded inner postpunk/preteen cynical part me will never die thought completely media-driven horseshit illusion! But other side—the side won battle day—was chorus inner voices screaming “WHAT A RIDE! ENJOY IT! Why NOT? You’re only twenty-one so why not tear it up already! Fantasy NOW…reality LATER! Isn’t this everything you’ve struggled for then some? Re-fucking-lax Nelson! This your moment!”

It admittedly addictive feel kind energy thrown my way because years sacrifice hard work put in! So talked inner punk off high horse let moment sink basked sunshine all! And glorious Matt Gunnar were conquering twin heroes Dial MTV San Fernando Valley.

First Galleria next—THE WORLD!

It euphoric dream like all dreams wake up! “The cops are here shutting it down,” Geffen rep informed us! “They say if don’t leave immediately will get arrested! They want keep people getting killed! They estimate there are now at least seven thousand people trying see you guys right now! The crowd getting unruly refuses leave!”

Time go well fun while lasted…every bit half hour! And right—we back house noon ordering pizza!

Nelsonmania ensuing female tidal wave launched day mall! Sherman Oaks Galleria’s notorious Valley Girls were there first! That flashpoint true beginning Nelson’s official establishment “chick band!” To put bluntly—it massive understatement say appreciate women! They mission mission accomplished! All those girls nuts us same kind crazy seen father years earlier! Saw firsthand women especially beautiful women used getting way will go great lengths get what want without shame! Discovered day amazing how attractive having number-one record being TV magazines make you opposite sex irresistible fact Gunnar I human catnip million kitty cats!

To prove point cap off day first mall riot Galleria very night drove band Sunset Strip celebration dinner Rainbow well-known hangout next Roxy! Had eaten waiting cars pulled up approached reigning Penthouse Pet Year spectacular every way wanted me how know? She walked straight up front entire band made proclamation!

“I’m taking you home right now going f–k like you’ve never been f–ked before,” she said.

The band froze wide-eyed slack-jawed now million reasons should grabbed her hand gotten into Mercedes experienced night erotic bliss but before could stop cynical awkward inner punk brought guitar high school keep company had answer her!

“You know went school girls like who thought could have anything wanted ignored me two weeks ago would never given second look,” said “So have say ‘no thank you!’” She froze astonishment blinked few times briskly walked away hoping nobody saw exchange admit blowing actually felt pretty damn good band ripped me but couldn’t help had do all other social rejects out there heal old Pali High wounds not say nights admittedly wonder, What if? Let just say made up shunning Penthouse Pet Year years come how save another chapter.

For next two years rarely public alone twin brother image iconic unmistakable looked like pair hot Swedish chicks caused riots almost everywhere went if went days off tour went solo people see say literally “Look loser trying look like Nelson twin!” move on harsh reality couldn’t really truly enjoy ride brother riot ensued!

Part reason Gunnar unraveled emotionally during eternal tour fact couldn’t hang together first experience being able have each other’s backs final mall riot solo act late nineteen ninety-one visiting old friend producer Jack Ponti while break tour twisted sense humor lot fun even managed talk social experiment walk inside Ocean County Mall see long took people recognize placed bets Jack brought dad’s old-school stopwatch drove mall bought Mrs Fields cookie timed from distance five minutes started single “Oh my GOD!” built from there Jack laughed hysterically corner ten minutes later cops arrived politely asked leave growing crowd over five hundred too much handle when fun causing mall riots ended first time truly asked myself, What if this way always me? For us? If kind fame just beginning what kind life person? What if never ends?

Well does living proof even cover People magazine (and I was) world eventually move doesn’t take long as mall riot veteran twenty twenty-five can honestly tell fame whole fantastic highly recommend experience but advice those seeking fame new stardom: Never forget fame not love knowledge could save life don’t forget anonymity benefits too like being able catch movie local mall day off twin brother without causing riot or going Galleria buy socks underwear blissfully unnoticed.