{"id":1423,"date":"2024-04-05T18:21:33","date_gmt":"2024-04-05T18:21:33","guid":{"rendered":"https:\/\/hectorkott.com\/?p=1423"},"modified":"2024-04-05T18:21:33","modified_gmt":"2024-04-05T18:21:33","slug":"the-mixed-response-to-jojo-siwas-rebrand-shows-just-how-hard-it-is-for-child-stars-to-stay-relevant","status":"publish","type":"post","link":"https:\/\/hectorkott.com\/?p=1423","title":{"rendered":"The mixed response to Jojo Siwa&#8217;s rebrand shows just how hard it is for child stars to stay relevant"},"content":{"rendered":"<p><\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" width=\"3810\" alt=\"JoJo Siwa attends the 2024 iHeartRadio Music Awards at Dolby Theatre in Los Angeles, California on April 01, 2024.\" charset=\"\" src=\"https:\/\/i.insider.com\/660fc6e41caec1275a6d26bf?format=jpeg\" height=\"2540\"><figcaption>JoJo Siwa at the 2024 iHeartRadio Music Awards at Dolby Theatre in Los Angeles on April 1, 2024.<\/p>\n<p>Matt Winkelmeyer\/Getty Images<\/p>\n<\/figcaption><\/figure>\n<ul>\n<li>JoJo Siwa debuted a daring look this week, marking a shift toward maturity.<\/li>\n<li>Like many child stars before her, Siwa faces criticism and challenges as she grows up.<\/li>\n<li>Siwa&#8217;s future success hinges on doing something creative with the attention she&#8217;s getting.<\/li>\n<\/ul>\n<p>The look <a href=\"https:\/\/www.businessinsider.com\/jojo-siwa-life-rise-career-bio-photos-pictures-2020-3\" target=\"_blank\" rel=\"noopener\">JoJo Siwa<\/a> debuted at the iHeartRadio Music Awards this week was a daring one.<\/p>\n<p>She arrived in a bejeweled, black and silver, Gene Simmons-inspired bodysuit, complete with a take on his characteristic star-shaped facepaint.<\/p>\n<p>Siwa, 20, posted a TikTok to accompany her KISS look to promote the music video for &quot;Karma&quot; \u2014 which, by its own warning, contains &quot;sexual themes, violence,&quot; and &quot;strong language.&quot;<\/p>\n<p>While the video and lyrics show a grown-up side to Siwa, the 15-second TikTok is more of the same high-energy fans are familiar with.<\/p>\n<p>In it, Siwa hecticly jumps around, prompting some viewers to label it &quot;cringe&quot; and say that they missed &quot;the old JoJo.&quot;<\/p>\n<h2>Child stars always struggle<\/h2>\n<p>It&#8217;s proven to be challenging for any child star to transition to mainstream entertainment.<\/p>\n<p>A long line of Nickelodeon and Disney stars from the 90s and 00s failed to meaningfully break through to find larger audiences as they got older, with only a select few, like Miley Cyrus, making it big.<\/p>\n<p>Siwa, as a predominantly online creator, approaches the issue from a slightly different angle. Still, it&#8217;s already clear she will have to work hard to ride the wave of her child stardom to continue rising through her 20s.<\/p>\n<p>David Olusegun, a media researcher and cofounder of Creative Control Ventures, told Business Insider those who garner fame at a young age find that retaining and expanding their audiences as they age can be &quot;particularly complex.&quot;<\/p>\n<p>&quot;Child stars often build a brand around their youthful persona,&quot; he said. &quot;When they attempt to transition, this can create a disconnect between their established identity and their new, adult self. This shift can confuse the audience, leading to a struggle to maintain old fans while attracting new ones.&quot;<\/p>\n<figure><img loading=\"lazy\" decoding=\"async\" width=\"2000\" alt=\"jojo siwa\" charset=\"\" src=\"https:\/\/i.insider.com\/608026ef74da0300181e2e6f?format=jpeg\" height=\"1429\"><figcaption>JoJo Siwa in her teens wearing one of her characteristic bows.<\/p>\n<p>Danny Moloshok\/Reuters<\/p>\n<\/figcaption><\/figure>\n<p>Siwa, now 20, shot to fame from nine years old on the reality show &quot;Dance Moms&quot; and then became a superstar on YouTube, gaining more than 12 million subscribers.<\/p>\n<p>While her current net worth is unknown, in 2020, Forbes estimated that she had made <a href=\"https:\/\/www.forbes.com\/sites\/tomward\/2020\/03\/25\/beyond-the-bows-how-jojo-siwa-built-a-business-empire\/?sh=145b9ab52001\" target=\"_blank\" rel=\"noopener\">$400m on bow sales<\/a> in four years. <a href=\"https:\/\/www.billboard.com\/pro\/jojo-siwa-tour-earnings-boxscore\/\" target=\"_blank\" rel=\"noopener\">The North American leg of her tour in 2019<\/a> is believed to have earned her $27m.<\/p>\n<p>Moving away from her traditional youthful persona is a risky strategy, both professionally and financially.<\/p>\n<p>Siwa has experimented with <a href=\"https:\/\/www.businessinsider.com\/jojo-siwa-daring-outfits-photos-2021-12\" target=\"_blank\" rel=\"noopener\">making her look more grown-up<\/a> for the past few years \u2014 <a href=\"https:\/\/www.businessinsider.com\/how-jojo-siwa-fashion-has-changed-2021-11\" target=\"_blank\" rel=\"noopener\">transitioning from<\/a> primary colors and huge bows to a more muted palette and low necklines.<\/p>\n<p>She&#8217;s also become embroiled in scandals as she&#8217;s approached adulthood, including <a href=\"https:\/\/www.businessinsider.com\/jojo-siwas-ex-says-love-bombing-clout-chasing-claims-false-2023-3\" target=\"_blank\" rel=\"noopener\">some messy breakups<\/a> and more <a href=\"https:\/\/www.businessinsider.com\/jojo-siwa-pregnancy-rumors-joke-snapchat-controversy-2023-3\" target=\"_blank\" rel=\"noopener\">scrutiny over her content<\/a>.<\/p>\n<p>As Siwa transitions from a teen to a young woman, she faces the challenge of working out who exactly her audience is.<\/p>\n<p>Olusegun told BI fans who grew up with Siwa may find it hard to accept her move toward adult roles or styles, &quot;feeling a sense of nostalgia for the original persona.&quot;<\/p>\n<p>&quot;Conversely, it can be challenging to appeal to an older demographic that did not follow their earlier career,&quot; he said. &quot;Child stars may find themselves typecast into specific roles or genres, making it difficult for the industry and audience to see them in a new light.&quot;<\/p>\n<h2>Siwa knows what she&#8217;s doing<\/h2>\n<p>Katya Varbanova, a content creator and CEO of Viral Marketing Stars, told BI fans can find it &quot;jarring&quot; when creators who have been known for one thing decide to drastically switch it up. But Siwa knows what she&#8217;s doing, she said, and all her moves have been intentional.<\/p>\n<p>Siwa has always been a talented content creator, Varbanova said, and is skilled at creating a buzz. Her huge, over-the-top car with her face plastered all over it, for example, is nothing new. Back in 2016, <a href=\"https:\/\/www.businessinsider.com\/video-16-year-old-jojo-siwas-mansion-tour-on-youtube-2020-1\" target=\"_blank\" rel=\"noopener\">during a tour of her mansion<\/a>, she revealed that her bedding had her face right in the middle of it too.<\/p>\n<p>&quot;I&#8217;m way more critical of people who try to do crazy stunts for bad products,&quot; she said. &quot;But it&#8217;s a good song. It&#8217;s very catchy. So I think she knows her crowd very well.&quot;<\/p>\n<div data-script=\"https:\/\/www.tiktok.com\/embed.js\" data-styles=\"default-width\" data-embed-type=\"tiktok\" data-type=\"embed\">\n<blockquote cite=\"https:\/\/www.tiktok.com\/@itsjojosiwa\/video\/7353113094673124654\" data-video-id=\"7353113094673124654\" data-embed-from=\"oembed\">\n<section> <a href=\"https:\/\/www.tiktok.com\/@itsjojosiwa?refer=embed\" title=\"@itsjojosiwa\" target=\"_blank\" rel=\"noopener\">@itsjojosiwa<\/a> <\/p>\n<p>See u soon<\/p>\n<p> <a href=\"https:\/\/www.tiktok.com\/music\/Karma-7346715248174712834?refer=embed\" title=\"\u266c Karma - JoJo Siwa\" target=\"_blank\" rel=\"noopener\">\u266c Karma &#8211; JoJo Siwa<\/a> <\/section>\n<\/blockquote><\/div>\n<p>To some, though, Siwa&#8217;s rebrand is all a bit confusing, with onlookers suggesting the attention-grabbing antics aren&#8217;t the best tactic is she wants to be seen as a maturing star rather than someone who still caters to children.<\/p>\n<p>Siwa, however, is aware that she&#8217;s going through an identity metamorphosis.<\/p>\n<p><a href=\"https:\/\/people.com\/jojo-siwa-is-ready-for-criticism-over-her-transition-to-adulthood-exclusive-8621064\" target=\"_blank\" rel=\"noopener\">She told People<\/a> at the end of March that she was ready for the criticism that comes with it, having seen how celebrities had grown up in the public eye before.<\/p>\n<p>&quot;I feel like a lot of child stars started as a character then they grew into an adult as themselves,&quot; she said. &quot;Whereas for me, I&#8217;ve always been myself, you know what I mean? And so to make this transition while being true to myself, while being artistic, has been interesting to figure out. But I think we&#8217;ve nailed it and I think it definitely makes a massive statement. Maybe even too big of a statement, but I think it&#8217;s going to be a good one.&quot;<\/p>\n<p>Siwa also told Access Hollywood that Cyrus is her &quot;idol&quot; and sees herself following a similar track.<\/p>\n<p>&quot;I want to do what she did with Bangerz,&quot; she told Access Hollywood, referencing Cyrus&#8217; infamous era where she twerked and smoked pot and generally did everything she could to divorce herself from her childhood alter ego, Hannah Montana.<\/p>\n<p>&quot;I want to have that moment,&quot; Siwa said.<\/p>\n<div data-script=\"https:\/\/www.tiktok.com\/embed.js\" data-styles=\"default-width\" data-embed-type=\"tiktok\" data-type=\"embed\">\n<blockquote cite=\"https:\/\/www.tiktok.com\/@accesshollywood\/video\/7353055896542465326\" data-video-id=\"7353055896542465326\" data-embed-from=\"oembed\">\n<section> <a href=\"https:\/\/www.tiktok.com\/@accesshollywood?refer=embed\" title=\"@accesshollywood\" target=\"_blank\" rel=\"noopener\">@accesshollywood<\/a> <\/p>\n<p>@JoJo Siwa tells us about her muse for her rebrand, plus all the details about the upcoming <a href=\"https:\/\/www.tiktok.com\/tag\/dancemoms?refer=embed\" title=\"dancemoms\" target=\"_blank\" rel=\"noopener\">#DanceMoms<\/a> reunion. <a href=\"https:\/\/www.tiktok.com\/tag\/iheartawards2024?refer=embed\" title=\"iheartawards2024\" target=\"_blank\" rel=\"noopener\">#iheartawards2024<\/a> <\/p>\n<p> <a href=\"https:\/\/www.tiktok.com\/music\/original-sound-7353055959066970922?refer=embed\" title=\"\u266c original sound - Access Hollywood\" target=\"_blank\" rel=\"noopener\">\u266c original sound &#8211; Access Hollywood<\/a> <\/section>\n<\/blockquote><\/div>\n<p>Varbanova said that Siwa will be successful in her transition, depending on what she does next.<\/p>\n<p>&quot;It really depends on whether or not the messaging remains consistent or whether or not she deviates from it and tries to do something else that could be considered gimmicky,&quot; she said.<\/p>\n<p>&quot;If her next move is another attempt to rebrand, then obviously that would get people to say, Oh, she&#8217;s just doing it for attention.&quot;<\/p>\n<p>For the most part, it seems like the strategy working so far. &quot;Karma&quot; has amassed more than a million views in just a few hours since its release on YouTube.<\/p>\n<p>Whether Siwa can continue putting out art that people like is going to be the true test, according to Varbanova.<\/p>\n<p>&quot;I think she&#8217;s smart enough, and she will probably realize, OK, I might need to do something creative now,&quot; she said. &quot;But for now, I&#8217;m just going to enjoy the attention and the outrage.&quot;<\/p>\n<p>BI has reached you to Siwa&#8217;s reps for comment.<\/p>\n<div>Read the original article on <a href=\"https:\/\/www.businessinsider.com\/jojo-siwa-rebrand-shows-difficulty-child-stars-grow-up-2024-4\">Business Insider<\/a><\/div>\n<p>\nFuente: https:\/\/ift.tt\/C1oPszZ<br \/>\nPublicado: April 5, 2024 at 09:33AM<\/p>\n","protected":false},"excerpt":{"rendered":"<p>JoJo Siwa at the 2024 iHeartRadio Music Awards at Dolby Theatre in Los Angeles on April 1, 2024. Matt Winkelmeyer\/Getty Images JoJo Siwa debuted a daring look this week, marking a shift toward maturity. Like many child stars before her, Siwa faces criticism and challenges as she grows up. Siwa&#8217;s future success hinges on doing&#8230;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[91],"tags":[75,76,77],"class_list":["post-1423","post","type-post","status-publish","format-standard","hentry","category-news","tag-news","tag-noticias","tag-viral"],"_links":{"self":[{"href":"https:\/\/hectorkott.com\/index.php?rest_route=\/wp\/v2\/posts\/1423","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hectorkott.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hectorkott.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hectorkott.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/hectorkott.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1423"}],"version-history":[{"count":1,"href":"https:\/\/hectorkott.com\/index.php?rest_route=\/wp\/v2\/posts\/1423\/revisions"}],"predecessor-version":[{"id":1424,"href":"https:\/\/hectorkott.com\/index.php?rest_route=\/wp\/v2\/posts\/1423\/revisions\/1424"}],"wp:attachment":[{"href":"https:\/\/hectorkott.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1423"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hectorkott.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1423"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hectorkott.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1423"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}