By Lauren Hyland
“I’m going to come back like a boomerang” takes on a whole new meaning in Jojo Siwa’s comeback as the only influencer, as she describes, “who has ever made this dramatic of a change.”
Beginning her career on the popular show “Dance Moms,” Jojo Siwa is a dancer, influencer and child star who has always been recognized for her dramatic bows, high-side ponytail and intense sparkles.
However, as she transitions from a child star to a young adult, her rebranding has stirred both admiration and controversy.
Jojo Siwa’s rebrand has been marked by several key changes. Firstly, she has distanced herself from her iconic bows and rainbow-themed wardrobe to more mature and varied fashion choices. This shift is part of her effort to evolve her public image and align it with her current age of 21.
Additionally, in early 2021, Jojo came out as lesbian, solidifying her as a member of the LGBTQ+ community. She received widespread support from fans and fellow celebrities, marking a significant moment in her career. This step was seen as a bold and empowering move, encouraging young fans to embrace their true selves.
Furthermore, Jojo’s content has also matured. While she continues to create content that appeals to her younger fanbase, she has diversified her output to include more sophisticated themes, addressing topics like self-acceptance and individuality. Professionally, Jojo has been exploring new opportunities. She participated in “Dancing with the Stars,” becoming the first contestant to dance with a same-sex partner, and has been involved in various philanthropic efforts and advocacy campaigns.
More recently, her transition out of family-friendly stardom has been marked by the release of her song “Karma.” Racking up over 38 million views in its first month, “Karma” is riddled with expletives and sexual imagery, representing the largest jump in maturity for Siwa in the past few years.
Some lyrics include “I was a bad girl,” and “If I had a wish I would have never effed around,” largely in contrast with some lyrics of her previous songs such as “I’m a come back like a boomerang,” or “Every girl’s a super girl.”
The song was widely and consistently advertised across Siwa’s social media pages. The whole song, except one verse, was heard before it was even released completely.
When released, the song was accompanied by a music video featuring Siwa in intense black makeup and a sparkling black bodysuit. One interviewer even compared her to Gene Simmons of the band Kiss.
In regards to Karma, the public’s response has been mixed. Many fans and industry peers have praised Jojo for her authenticity and bravery. Her decision to come out and embrace a more genuine version of herself has been celebrated as a positive role model move, especially for younger fans who look up to her.
However, some parents of Jojo’s younger fans have expressed concern over her more mature image and themes. They worry that Jojo’s evolution might distance her from the younger demographic that formed the core of her initial fanbase. Additionally, many have poked fun at Siwa’s change, imitating a specific dance in her music video and making fun of the lengths she’s gone to to promote it.
Siwa has also received great backlash from some of the claims she made during interviews. Focusing on one in particular, with Billboard, Siwa exclaimed she wanted to start a new genre of music called gay pop. However, many have pointed out that the already existing and popular genre was trail-blazed by artists like Queen and Elton John.
In another interview with Billboard, Siwa said that, in her generation, “no one has made … this dramatic of a change … this extreme of a switch.” Her audience responded in denial, asserting that multiple artists have made dramatic changes, such as Miley Cyrus and Britney Spears.
Jojo Siwa’s rebranding journey highlights the challenges faced by young celebrities growing up in the public eye. Balancing personal growth with public expectations is a delicate act. For Siwa, this has meant making bold decisions that reflect her true self while managing the diverse reactions of her fanbase. In the face of criticism, Siwa has remained steadfast.
As Siwa puts it when responding to criticism on her song Karma, “Like it or not, what’s been in your head the past three days?”
