Danny Jones has been at the centre of a media storm since footage appeared to show him kissing Maura Higgins at the BRIT Awards.

The McFly singer, 38, has remained tight lipped on the incident while his wife Georgia Horsley has been notably absent from her parenting podcast.

But brand and culture expert Nick Ede told MailOnline the fall out could be 'overshadowing' McFly's upcoming tour alongside Busted as well as potentially damaging the band's 'wholesome image'. 

And Danny's bandmates Tom Fletcher, Dougie Poynter and Harry Judd have been noticeably silent in the days since the news broke, avoiding posting anything band related on social media. 

Harry and Tom both have three children while Danny has one and their kids all hang out with each other backstage on tour, which the I'm A Celeb star previously revealed can create a family vibe. 

Speaking to Rob Beckett and Josh Widdecombe on the Parenting Hell podcast, Danny said: 'On a special occasion if we're doing a London show where he will come for the night and we'll have the morning off school but most of the time he'll hang out with the other kids.'

Danny and the Love Island star, 34, who both appeared on I'm A Celebrity last year, were seen sharing a smooch at the Brit Awards earlier this month.  

But the incident comes ahead of the highly anticipated Busted vs McFly tour which kicks off later this year. 

Brand expert Nick said Danny will be hoping that the scandal has died down by the time the tour begins, but shared that his bandmates' social media silence could be a sign of them trying to avoid becoming implicated.

On how the kiss could impact the band, brand expert Nick said: 'The current news about Danny Jones kiss with Maura Higgins is overshadowing the Busted McFly tour momentum but with it starting in September there will be hopes from the bands that this will have died down by then.

'Danny Jones is a massive star and hugely popular and being caught up in the headlines for the wrong reasons wont be something he would have wanted for his own personal brand, for the band or for his family. 

'He's kept quiet and is riding the storm for what's obviously a very personal issue.'

Nick added of Danny's bandmates: 'They will not want to be associated with the scandal as they are known for their solid marriages and wholesome images. 

'But they also are very aware of being in the public eye and won't want to attract any unnecessary attention or additional speculation, so it's best for all of them to let this all die down and not fuel the fire in any way.'

However Nick said that McFly's fans are sure to still come out and support the band as the tour kicks off. 

'What's great is the shows are nearly all sold out and fans are coming to see all the stars, not just one,' Nick said. 

'So the focus isn't solely on Danny. which will be a relief for him and the other bandmates too.'

MailOnline has approached representatives for McFly and Danny for comment. 

It comes after it was reported that McFly bandmember and The Voice co-judge Tom has been left feeling 'uncomfortable' by the 'drunken kiss'.

According to The Sun, Tom feels 'humiliated' to be caught up in the drama as he attended the awards show with Danny.

A source said: 'Tom is by no means a party animal – in fact he made it quite clear the afterparty was not on his mind, but Danny had other ideas.

'Tom wasn't there when the pair were seen getting close, but feels he is still associated with what went on.

'He doesn't even know Maura, he doesn't follow her or any other Love Island stars – he just doesn't really mix in those circles.'

And fans have also been fearful for how the drama could impact the tour.

Taking to X, formerly Twitter, they wrote: 'Fans when they see Maura Higgins at the McFly vs Busted tour later this year,';

'I'm still hoping the Busted vs McFly tour still goes ahead with all this Danny Jones drama. I mean we have until September for it to die down but I personally cannot care about what happens in their personal lives, it's their personal lives! Im just here for the music,';

'James Bourne when the Busted & McFly fans boycott the tour after Danny Jones outed himself as a dirty ticket.'